英文摘要 |
The launch of fan page on Facebook has encouraged businessies and organizations to create and operate their respective fan pages. Previous research indicated that users' satisfactions and loyalties can be enhanced by encouraging interations among users (fans) or with curators of the fan page. Social media such as Facebook is often used to increase the exposure of medical institutions or physicians, and to provide a platform for users to communicate directly and immediately with medical staffs or other patients. However, the prior research did not focus on the retention of user and the enhancement of loyalty on medical or healthcare fan pages; in addition, the characteristics of social network sites such as user interactions and connections were not taken into consideration in the operation of medical and healthcare fan pages. Therefore, this study uses data mining techniques to identify important factors of highly active fan pages, and to predict fan pages that could remain active. Our observations provide suggestions for medical and healthcare institutions in retaining users. The experiment results indicate that medical and healthcare fan pages could remain active by increasing the post frequency, incorporating photos or videos in the post, responding to the posts and comments actively. |