The Study of Data Mining Approach Investigates on The Business Model of Facebook

• Main Authors: Guo-Liang Wu, 吳國樑
• Other Authors: Shu-Hsien Liao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/15333354251076796720

碩士 === 淡江大學 === 管理科學學系碩士班 === 100 === This study is base on facebook community to discuss the behavior of all the users from facebook , and explore the word of mouth delivery and purchasing behavior of all the facebook users and their person-in-relation(friends,classmates,colleagues,..etc.) further. Therefore, it is possible to set up the application to business model about the relationship recommemdation, relationship marketing, community marketing. This study is base on the facebook users to discuss the behavior of facebook community. This study use the K-means cluster analysis of SPSS Modeler software to divide into two clusters of all the users ： contributor and Lurker, inferring the attitude of each cluster on the use of all tools , motivation and purpose of the use of facebook and by the means of the apriori , in order to determine the used value of the various of tools and the degree of information share for each cluster, inferring whether the type of tools is praticability or not for the potential commercial behavior . In addition , this study will explore the purchase of information reference source in the shopping online of the facebook users, whether the use of the facebook tools is connected to the purchasing behavior. Finally, this study will make up the attitude of the use of the facebook community users , community sharing and information orientation, and according to the service schemes of facebook , this study propose the established of segmentation service schemes stage of the outline of the facebook users ; the established of segmentation service schemes stage of the comsumer outline of the facebook users ; the established of segmentation service schemes stage of the consumer behavior outline of the facebook users of the facebook social network platform service schemes in order ,then propose the planning and operating orientation of the proposal to the enterprise.