Facebook Live已迅速在流媒體世界中流行起來。儘管它是一個新進入市場的人，但近80％的線上視頻觀眾已經在平臺上觀看。最重要的是，Facebook Live受眾群體非常投入：他們觀看直播視頻的時間比預先錄製的視頻長三倍，並以10倍的速度對其進行評論。在每週觀看直播的消費者中，Facebook Live上的觀看量超過任何其他頻道。本研究探討了用戶體驗，以瞭解用戶的行為，包括他們與其他用戶的互動。這項研究還達到了我們的最終目標，即提出新的服務和功能，以滿足具有不同特徵和消費習慣的使用者，提供有價值的商業模式。通過來自1,082名受訪者的資料庫的結構化集合，我們首先應用K-means聚類將Facebook Live用戶分組為（1）k-pop男孩，（2）學生博主，以及（3）Fanfiction;然後實現關聯分析以生成解釋三種模式之間關係的關聯規則。最後，研究結果告訴管理者獲取用戶注意力的重要性，並在管理隱含部分中揭示Facebook Live上購物活動的可能性。

Facebook Live has quickly become popular in the streaming media world. Nearly 80 percent of online- video audiences are already watching on the platform, despite it being a newer entrant to the market. Most importantly, Facebook Live audiences are highly engaged: They watch live videos three times longer than pre-recorded ones and comment on them at 10 times the rate. And among consumers who view live-streams on a weekly basis, more watch on Facebook Live than any other channel. This study examines user experiences to understand users’ behavior, including their interaction with other users. This study also reaches our final goal to suggest new services and functions that cater to users with different characteristics and consuming habits, delivering valuable business models. By a structured collection of the database from 1,082 respondents, we first apply K-means clustering to group Facebook Live users into (1) k-pop boys, (2) Student bloggers, and (3) Fanfiction; association analysis is then implemented to generate association rules that explain the relationship among three patterns. Finally, study results inform managers of the importance of gaining users attention and reveal the possibility for shopping activity on Facebook Live in the managerial implication section.

Index
Acknowledgement	i
Chiness Abstract	iii
English Abstract	iii
List of Figures	vi
List of Tables	viii
Chapter 1. Introduction	1
1.1 Background of the study	1
1.2 Statements of the problem	3
Chapter 2. Literature Review	7
2.1 Facebook Live	7
2.1.1 The evolution of Live Video Streaming	7
2.1.2 Facebook Live concept	9
2.2 Business model	10
2.2.1 Business model concept	10
2.2.2 Osterwalder’s business model canvas	11
2.3 Data mining	14
2.3.1 Data mining definition	14
2.3.2 Data mining key techniques	17
2.3.3 Sum-up	20
Chapter 3. Methodology	21
3.1 Research design	21
3.2 Database design	23
3.2.1 Data collection	23
3.2.2 Data modeling	24
3.3 Questionnaire design	31
3.4 Data analysis	35
3.4.1 Cluster Analysis	35
3.4.2 Association Rules	41
Chapter 4. Results and Discussion	43
4.1 Pattern-1 Relationship of Facebook Live user behavior and social media behavior	43
4.1.1 Sum up	52
4.2 Pattern-2 Relationship of adding value and social interaction on Facebook Live	55
4.2.1 Sum-up	62
4.3 Pattern-3 Relationship of consumer preference and Facebook Live business model	65
4.3.1 Sum-up	75
Chapter 5. Conclusion and Managerial Implication	78
5.1 Conclusion	78
5.2 Managerial Implication	80
5.2.1 Implications on Facebook Live user behavior and user retention	81
5.2.2 Implications on Facebook Live function & service development	89
5.2.3 Implications on Facebook Live consumer preference and social media marketing	96
5.3 Recommendations for Further Research	104
Reference	106
Appendix A	119
Appendix B	123
List of Figures
Figure 1: Contribution of broadcasters and viewers	3
Figure 2: the number of Pages using Facebook Live	4
Figure 3: Business model canvas.	12
Figure 4: Association rules	18
Figure 5: Research framework	22
Figure 6: Data Modeling Process	26
Figure 7: E-R diagram	28
Figure 8: Logical data model	30
Figure 9: Physical data model	31
Figure 10: Questionnaire framework	33
Figure 11: K-mean cluster analysis	35
Figure 12: K-mean cluster comparison	36
Figure 13: Cluster-1 Relationship of Facebook Live user behavior and         social media behavior	44
Figure 14: Cluster-2 Relationship of Facebook Live user behavior and     social media behavior	47
Figure 15: Cluster-3 Relationship of Facebook Live user behavior and      social media behavior	50
Figure 16: Cluster-1 Relationship of adding value and social interaction on Facebook Live	55
Figure 17: Cluster-2 Relationship of adding value and social interaction on Facebook Live	58
Figure 18: Cluster-3 Relationship of adding value and social interaction on Facebook Live	60
Figure 19: Cluster-1 Relationship of consumer preference on Facebook Live business model	65
Figure 20: Cluster-2 Relationship of consumer preference on Facebook Live business model	68
Figure 21: Cluster-3 Relationship of consumer preference on Facebook Live business model	70
Figure 22: Facebook Live campaign in Thailand	81
Figure 23: Facebook Live function section (Tagging, Sharing Location)	84
Figure 24: Knowledge map of Facebook Live user behavior and                 social media behavior relationship	87
Figure 25: Facebook Live interact section	91
Figure 26: Knowledge map of adding value and social interaction on Facebook Live relationship	94
Figure 27: Number advertise on Facebook 	97
Figure 28: Advertising on Facebook	98
Figure 29: Facebook Advertising gift card.	99
Figure 30: Knowledge map of consumer preference and Facebook Live business model relationship	102


List of Tables
Table 1: Study timeframe	6
Table 2: Definitions of data mining	15
Table 3: Questionnaire statistics	24
Table 4: Entity Relationship Diagram Symbols	27
Table 5: the socio-demographic profile from respondents	34
Table 6: K-means clusters and categories	39
Table 7: Cluster-l Relationship of Facebook Live user behavior and        social media behavior	45
Table 8: Cluster-2 Relationship of Facebook Live user behavior and       social media behavior	48
Table 9: Cluster-3 Relationship of Facebook Live user behavior and       social media behavior	51
Table 10: Pattern-1 Clusters comparison	53
Table 11: Cluster-1 Relationship of adding value and social interaction on Facebook Live	56
Table 12: Cluster-2 Relationship of adding value and social interaction on Facebook Live	58
Table 13: Cluster-3 Relationship of adding value and social interaction on Facebook Live	61
Table 14: Pattern-2 Clusters comparison	63
Table 15: Cluster-1 Relationship of consumer preference on Facebook Live business model	66
Table 16: Cluster-2 Relationship of consumer preference on Facebook Live business model	69
Table 17: Cluster-3 Relationship of consumer preference on Facebook Live business model	71
Table 18: Facebook Live users’online shopping preference	73
Table 19: Pattern-3 Clusters comparison	76
Table 20: Facebook Live user behavior and retention implications	86
Table 21: Facebook Live function and service development	93
Table 22: Facebook Live consumer preference and social media marketing implications	101

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