決策樹應用於台灣主流社群平台之求職者廣告偏好探勘
| Autor: | Huang, Chun-Hua, 黃俊華 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 企業管理研究所(MBA學位學程) 107 In this era of social media, Taiwanese people are becoming more and more attached to the social platform, and the social media penetration rate in Taiwan is 89%. It is ranked sixth in the world, and social media has gradually become the mainstream advertising media as well as the channel that many enterprises make recruitment through it. This research is conducted through an online questionnaire, discussing the advertisement preference of users of four main social media platforms in Taiwan, including Facebook, Instagram, Ptt, and YouTube, and the variables of user characteristics are divided into demographic statistics, job information sources, preference form of advertising and occupation preferences. First, through descriptive statistics, we analyzed the patterns of data. Then, we used the Chi-square test to understand the difference among the variables between the stated platforms’ users, and constructed models based on the loyal users of each platform to clarify different platforms’ user characteristics and form of advertisement, by using the decision tree. The research results show that the users of the Facebook model mostly have a master's degree, and tend to engage in academic education and retail customer service; Instagram users are mainly female college students and prefer to be business sales or engage in media arts works, and they also pay more attention to advertising plot, shooting quality, spokesmen, and atmosphere, etc. Also, they trust more in the Dcard’s job information while Ptt users are mainly non-students. It is more suitable for recruiting experienced professionals who prefer engaging in information or engineering positions, and they showed a high exclusiveness toward the source of job information by being skeptical of sources other than Ptt and other non-profit platforms (i.e. Qollie). Also, they put more focus on the substantial of the advertisement, such as the compensation system. However, YouTube has no obvious characteristics, users only showed slight preference for information software system. In practice, this research can assist employers to manage specific platforms according to its company’s characteristics and images under limited resources, and provide relevant strategies based on the advertising preferences as mentioned in order to improve the recruitment effect of enterprises. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|