Investigating the Behaviors of Mobile Games and Online Streaming Users for Online Marketing Recommendations
學年 109
學期 2
出版（發表）日期 2021-06-01
作品名稱 Investigating the Behaviors of Mobile Games and Online Streaming Users for Online Marketing Recommendations
作品名稱（其他語言）
著者 Shu-hsien Liao; Wei-Lun Chiu
單位
出版者
著錄名稱、卷期、頁數 International Journal of Online Marketing 11(1)
摘要 Mobile games have become online leisure and communication activities, so in recent years, different generation players have gradually become more involved in mobile games and the market has grown. Online streaming refers to entertainment and communicate in the form of a real-time broadcast on the internet, such as mobile gaming apps which create a one-stop game audio-visual interactive online marketing and social media/network platforms. Using a market survey on Taiwan players, a total of 1,020 questionnaires data are incorporated into a relational database. Big data analytics, including cluster analysis and association rules, are used to determine game players' profiles and their preference patterns and rules. Using cluster analysis, the authors divide Taiwan mobile game players into three clusters and then find each group's profiles. In addition, this study develops a rule-based recommendation approach, association rules, for investigating mobile games players' online streaming and purchasing behaviors in terms of online marketing recommendations.
關鍵字
語言 en
ISSN 2156-1745
期刊性質 國外
收錄於 ESCI Scopus NotTSSCI
產學合作
通訊作者
審稿制度 否
國別 GBR
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/119090 )

SDGS 產業創新與基礎設施