從網路購物行為光譜建構口碑行銷

To Build Word of Mouth Marketing from On-line Shopping Behavior Spectrum

隨著網際網路的發達與科技的進步，消費者可以隨時更新最新的資訊。如何透過這些網路訊息讓店家與消費者做有效的溝通，這是現階段商家所需思考的重要問題。因此，本研究從這樣的概念為出發點，分析消費者的網路購物考量因素順序，俾便店家建構網路口碑。再者，智慧型手機的使用率越來越普及，故以智慧型手機品牌經營者的角度提供網路購物行為光譜、手機使用品牌光譜等相關的研究建議供參考。不同於一般的資料採礦方法，本研究強調順序因素的探勘，並從順序方面提供更多的資訊給決策者使用。

With the advancement of technology and the development of network, consumers can receive the newest information anytime and anywhere as fast as possible. The important issue of sellers is figure out the way of making the online word-of-mouth information more effective and persuasive in the communication between sellers and customers. Finally, with the increasing popularity of Smartphone, so from Smartphone brand management perspective to provide online shopping behavior spectrum, mobile phone brand spectrum and other relevant research proposals for reference. Unlike conventional mining methods, this study focuses on the processing of Ordinal factors. And then provide more information to decision makers from Ordinal data.