Investigating sports behaviors and market in Taiwan for sports leisure and entertainment marketing online recommendations
學年 110
學期 1
出版（發表）日期 2021-08-01
作品名稱 Investigating sports behaviors and market in Taiwan for sports leisure and entertainment marketing online recommendations
作品名稱（其他語言）
著者 Liao, S.H.; Widowati, R.; Yang, K.C.
單位
出版者
著錄名稱、卷期、頁數 Entertainment Computing 39, 100442
摘要 Sports are not only physical and mental activities, but also include leisure and entertainment activities. Sports leisure and entertainment marketing is an element of sports promotion that involves a wide variety of sectors and events in the sports industry. This particular style of marketing is concerned less with using a single strategy and more with using the content of sports, leisure and entertainment to assist online marketing efforts. This study examines the behaviors of Taiwan sports behaviors and market, a total of 1200 valid questionnaire data is organized for a database design. Data mining approach for entertainment computing, including cluster analysis and association rules, is used to determine the sports models of delivery and products. Using cluster analysis, we divide Taiwan sports participants into three clusters and then find each group’s profiles. In addition, this study implements a rule-based recommendation approach, association rules, for investigating subjects’ sporting as well as leisure and entertainment behaviors in terms of sports leisure and entertainment marketing and personalized recommendations.
關鍵字 Sports leisure and entertainment marketing;Sports products/service bundling;Sports models of delivery;Data mining;Recommendation systems;Entertainment computing
語言 en_US
ISSN 1875-953X
期刊性質 國外
收錄於 SCI EI Scopus
產學合作
通訊作者 Shu-hsien Liao
審稿制度 是
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/987654321/120909 )