A Study on the Factors Affecting User's Sharing Behavior in Community Media Platform
| Autor: | HE, CI-JHAN, 何奇展 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The purpose of this study is to investigate the factors that affect social media platform users to share. Judgmental sampling was used to examine social media platform users as the objects. Two hundred and fifty-four questionnaires were returned (90.7%, exclusive of 26 invalid.) This study takes those attributes (privacy, experience, check-in, information source, and reward activity) of users, user habits, and sharing as research perspective. First, using frequency, social degree, and information sharing frequency were segmented based on user habits. To help make marketing strategy, back propagation neural network was used to investigate how the attributes of these groups affect sharing then, to find out proper combination fitting each group. The result of this study showed that the whole social media platform users have great influence on privacy. Users with higher frequency prefer to check-in. Sharing experience affects how users with lower frequency or different social degree share. Users with higher sharing frequency prefer to check-in while users with lower sharing frequency stress on privacy. Additionally, each group prefers to lottery reward activity. Factors influencing other groups have difference. Therefore, the study suggests that lottery combined with other factors should be the incentive to attract users. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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