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    題名: The associate impact of individual internal experiences and reference groups on buying behavior: A case study of animations, comics, and games consumers
    作者: Sheu, Jyh Jian;Chu, K.-T.;Wang, S.-M.
    許志堅
    貢獻者: 傳播學院
    關鍵詞: Animation;Commerce;Customer satisfaction;Data mining;Decision trees;Human computer interaction;Product design;Trees (mathematics);Business policies;Buying behavior;Consumer loyalty;Customer loyalty;External influences;Loyalty;Questionnaire data;Strategic experiential module;Consumer behavior
    日期: 2017-07
    上傳時間: 2017-05-08 14:38:16 (UTC+8)
    摘要: Among the entertainment and media market, it can be observed that animations, comics, and video games (hereinafter abbreviated as ACG) have the highest output value and most market influence. Moreover, ACG also incorporates various industries and creates many derivative products. As the ACG industry emphasizes acousto-optics, imagery, and storylines, personal impressions derived from consumer experiences will influence consumer decisions. In addition, the ACG industry is mainly marketed towards younger age groups, with younger people being the main consumers; as such, these consumers’ decisions are more easily affected by peer behavior. This study aims to analyze the effects of internal cognitions and external influences on buying behavior of ACG consumers by applying the uncomplicated decision tree data mining algorithm. We analyze and develop the target attributes on measures of customer loyalty for ACG industry to set up the decision trees from the collected questionnaire data. The decision tree data mining method is applied to analyze the hidden association rules between the target attributes (i.e., consumer loyalty) and the critical influencing factors of consumer's internal impressions and external influences for ACG consumers. The results and suggestions of this paper can be used as a reference for enterprises in the ACG industry to help with business policies concerning products’ extensional design, marketing, and CRM, and to further strengthen customer satisfaction and loyalty, thus increasing company profits. © 2016 Elsevier Ltd
    關聯: Telematics and Informatics, 34(4), 314-325
    資料類型: article
    DOI: http://dx.doi.org/10.1016/j.tele.2016.08.013
    顯示於類別:[廣播電視學系] 期刊論文

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