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題名 影音Web2.0平台網站上行銷傳播之社會網絡與資料探勘分析研究－以YouTube-Mac網絡為例
作者 劉繼鴻
Liu, Chi Hung
貢獻者 楊建民
劉繼鴻
Liu, Chi Hung
關鍵詞 社會網絡分析
資料探勘
行銷傳播
Social Network Analysis
Data Mining
Marketing Communication
Web2.0
日期 2009
上傳時間 9-May-2016 15:18:15 (UTC+8)
摘要 近年來，由於網路發展、知識水平的提升、社會大眾對網路使用習性的改變以及網路瀏覽速度的提升，網路影音播放已然相當普及；同時，Web2.0的概念廣為網路使用者接受，使YouTube 等Web2.0影音網站崛起。以YouTube為首的Web2.0影音網站，成為了人們參與網路社群以及與他人互動的管道；另一方面，全球化競爭，網路廣告的廣泛使用，讓Web2.0影音網站成為一項新穎的傳播媒介。
     　　本研究於YouTube網站上抓取11,269筆「蘋果電腦Mac系列產品」相關資料，利用資料間的好友關係、訂閱／被訂閱關係，建構一社會網絡；並使用社會網絡分析中著重連結方向性的方法，辨識網絡上的傳播關鍵節點，包括廣為對外散佈意見的意見領袖、集中訂閱的參考節點，以及深度涉入特定影音類型的專家；同時本研究使用資料探勘中的關連規則分析，獲得傳播關鍵節點間的關連規則。其次，本研究使用人與人矩陣辨識使用者透過哪些影音類型會產生緊密連結；另利用資料探勘中的分群技術，將網絡上的節點作子網絡歸屬，透過分析子網絡的屬性，加上各子網絡適合行銷傳播的特性，探討在影音網站上行銷傳播之特性。
     　　本研究發現，在YouTube網站上與Mac系列產品有關的使用者，多喜好觀賞音樂、娛樂類型的影音，且使用者透過觀看音樂和電影與動畫類型影音易產生緊密連結；九個分群子網絡關鍵傳播節點和關連規則數量都不一，且適合傳播的影音類型都不相同，將可視要傳播的理念或產品性質最接近的子網絡來操作傳播。
Nowadays, web videos are put to use universally due to the development of Internet, arising of the multitude knowledge and the change of the Internet using behavior. Moreover, the concept of Web2.0 has accepted by the Internet users. The reasons mentioned above result the prosperity of Web2.0 video websites like YouTube.
     
     Several user interaction facts have made Web2.0 video websites channels which allow people to participate in web communities and to interact with each others. Furthermore, the Web2.0 video websites have become a new communication media on account of worldwide competition and the using of Internet advertisement. Therefore, the enterprises often interpenetrate target consumers by web videos through Web2.0 video websites.
     
     The research propose an analytic structure which is an effective method to recognize the critical properties of marketing communication on Web2.0 video websites by social network analysis, data mining and communication theories.
     
     The main purposes of the research are as following. 1. To present an analytic structure to realize the keys to marketing communicate on Web2.0 video websites. 2. Critical network problems analysis, positioning the network users and explaining the marketing communication meaning. 3. Verifying with YouTube-Mac network.
參考文獻 參考文獻
     1)Barnes, J. (1954). Class and Committees in a Norwegian Island Parish. Human Relations, 7, 39-58.
     2)Berkman, Harold W. and Christopher Gilson (1985), Consumer Behavior:Concepts and Strategy, Boston, MA: Kent.
     3)Borgatti, S.P.(1998) "What Is Social Network Analysis?"
     (http://www.analytictech.com/networks/whatis.htm).
     4)Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2(December), 206-15.
     5)Chan, Kenny K. and Shekhar Misra (1990), “Characteristics of the Opinion Leader: A New Dimension,” Journal of Advertising, 19, 53-60.
     6)Daft, R.L. & Lengel, R.H. (1984). “Information richness: a new approach to managerial behavior and organizational design.”, Research in organizational behavior, (191-233).
     7)Duck, S.(1986), Human Relationships(3rd Edition). London:Sage.
     8)Emirbayer, M., & Goodwin, J. （1994） Network analysis, culture, and the problem of agency. American Journal of Sociology, 99, 1411-1454.
     9)Garton Laura, C.H.a.B.W.(1997) "Studying Online Social Networks,"
     (http://www.ascusc.org/jcmc/vo13/issue1/).
     10)Granovetter, M.S.(1973) "The strength of weak ties," American Journal of Sociology(78), pp 1360-1380.
     11)Hanneman, R.(1998) "Introduction to Social Network,"
     (http://wizard.ucr.edu/~rhannema/networks/nettext.pdf).
     12)Haythornthwaite, C., Wellman, B. and Mantei, M.(1996) "Work relationships and media use：a social network analysis," Group Decision and Negotiation (4:3), pp193-211.
     13)Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal ofMarketing, 60 (July), 50-68.
     14)Jiawei Han and Micheline Kamer(2006). Data Mining: Concepts and Techniques. 2nd edition, Morgan Kaufmann.
     15)Joseph P. Cannon, Bloom, Paul N., and Gregory T. Gundlach, (2000), “Slotting Allowances and Fees: Schools of Thought and the Views of Practicing Managers,” Journal of Marketing, 64 (2), 92-108.
     16)Knoke, D., & Kuklinski, J. H. （1982） Network analysis. Newbury park,Calif: Sage.
     17)Lasswell, Harold D. (1948), "The Structure and Function of Communication in Society," in L. Bryson, ed., The Communication of Ideas, New York: Harper
     18)Milgram, S. (1967) "The Small World Problem," Psychology Today, (May), pp. 60-67.
     19)Perlman, D. and Fehr, b.(1987), The Development of Intimate Relationships. CA: Sage Publications.
     20)Robin A Coulter, Lawrence F Feick, Linda L Price.(2002) “Changing faces: Cosmetics opinion leadership among women in the new Hungary” European Journal of Marketing. Bradford,Vol.36,p.1287
     21)Rogers, E. (1983), The Diffusion of Innovations, New York: Free Press.
     22)Tim O’Reilly, 2005, What Is Web 2.0：Design Patterns and Business Models for the Next Generation of Software, O``Reilly Media, Inc..
     23)Schauer, B.(2005) “Experience Attributes: Crucial DNA of Web 2.0. Retreved” July 4, 2006. (http://www.adaptivepath.com/ideas/essays/archives/000547.php).
     24)Schramm, Wilbur (1964), “Mass Media and National Development: The Role of Information in the Developing Countries”, Stanford, CA: Stanford University Press.
     25)Scott, J.(2002) “Social Networks Critical Concepts In Sociology.” Routledge Publication Inc.
     26)Stidsen, B. and Schutte, T.F. (1972), “Marketing as a Communication System: The Marketing Concept Revisited”, Journal of marketing, Vol. 36, October, p.25.
     27)Strauss, J. and Frost, D. R. (2002) Marketing on the Internet: Principles of On-Line Marketing. New York, Prentice Hall.
     28)Usama Fayyad(1996) , Gregory Piatetsky-Shapiro , Padhraic Smyth, “The KDD process for extracting useful knowledge from volumes of data,” Communications of the ACM, Vol.39, p.27-34
     29)Wasserman, S.F., K.(1994) "Social Network Analysis: Methods and Applications," (Sage Publications).
     30)Wellman, B.(1992) “Which Types of Ties and Networks Give What Kinds of Social Support?,” Advances in Group Processes, Vol.9, pp.207-235.
     31)Wiseman, J.P.(1986),“Friendship: Bonds and Binds in Voluntary Relationship,” Journal of Social and Personal Relationships, Vol.3, No.2, pp.191-211
     32)吳亦德（2007），YouTube使用因素與使用者行為之研究，南台科技大學資訊傳播研究所碩士論文
     33)李沛錞、蘇信寧(2008)，奈米複合材料技術趨勢－以專利分析及技術預測方法探討(上)，工業材料，2008年第8期, pp.203
     34)李沛錞、蘇信寧(2008)，奈米複合材料技術趨勢－以專利分析及技術預測方法探討(下)，工業材料，2008年第10期, pp.217
     35)林希展、盧諭緯(2006)，15分鐘搞懂Web2.0特刊，數位時代，巨思文化
     36)林思元 (2007)，部落格在表演藝術網路行銷之使用研究，國立中山大學藝術管理研究所碩士論文。
     37)林靈宏（1994），消費者行為學，台北：五南。
     38)陳品均(2006)。Web 2.0應用服務策略行動之研究-以Yahoo!、Google、MSN為例。國立台灣大學商學研究所碩士論文，台北。
     39)黃泓翔(2009)，基於社會網路的拍賣平台專家推薦系統之研究，國立政治大學資訊管理研究所碩士論文
     40)曾憲雄等（2008），資料探勘，台北：旗標
     41)蔡美瑛（1994），消費資訊傳散者資訊尋求行為之研究－以年輕消費族群為例，政治大學新聞學系博士論文。
     42)簡貞玉譯（1996），Del I. Hawkins, Roger J. Best, and Kenneth A. Coney 著，消費者行為學，台北：五南。
     43)羅文坤 (1995)。行銷傳播學。台北：三民
描述 碩士
國立政治大學
資訊管理學系
96356014
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096356014
資料類型 thesis
dc.contributor.advisor 楊建民zh_TW
dc.contributor.author (Authors) 劉繼鴻zh_TW
dc.contributor.author (Authors) Liu, Chi Hungen_US
dc.creator (作者) 劉繼鴻zh_TW
dc.creator (作者) Liu, Chi Hungen_US
dc.date (日期) 2009en_US
dc.date.accessioned 9-May-2016 15:18:15 (UTC+8)-
dc.date.available 9-May-2016 15:18:15 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 15:18:15 (UTC+8)-
dc.identifier (Other Identifiers) G0096356014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95164-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 96356014zh_TW
dc.description.abstract (摘要) 近年來，由於網路發展、知識水平的提升、社會大眾對網路使用習性的改變以及網路瀏覽速度的提升，網路影音播放已然相當普及；同時，Web2.0的概念廣為網路使用者接受，使YouTube 等Web2.0影音網站崛起。以YouTube為首的Web2.0影音網站，成為了人們參與網路社群以及與他人互動的管道；另一方面，全球化競爭，網路廣告的廣泛使用，讓Web2.0影音網站成為一項新穎的傳播媒介。
     　　本研究於YouTube網站上抓取11,269筆「蘋果電腦Mac系列產品」相關資料，利用資料間的好友關係、訂閱／被訂閱關係，建構一社會網絡；並使用社會網絡分析中著重連結方向性的方法，辨識網絡上的傳播關鍵節點，包括廣為對外散佈意見的意見領袖、集中訂閱的參考節點，以及深度涉入特定影音類型的專家；同時本研究使用資料探勘中的關連規則分析，獲得傳播關鍵節點間的關連規則。其次，本研究使用人與人矩陣辨識使用者透過哪些影音類型會產生緊密連結；另利用資料探勘中的分群技術，將網絡上的節點作子網絡歸屬，透過分析子網絡的屬性，加上各子網絡適合行銷傳播的特性，探討在影音網站上行銷傳播之特性。
     　　本研究發現，在YouTube網站上與Mac系列產品有關的使用者，多喜好觀賞音樂、娛樂類型的影音，且使用者透過觀看音樂和電影與動畫類型影音易產生緊密連結；九個分群子網絡關鍵傳播節點和關連規則數量都不一，且適合傳播的影音類型都不相同，將可視要傳播的理念或產品性質最接近的子網絡來操作傳播。		zh_TW
dc.description.abstract (摘要) Nowadays, web videos are put to use universally due to the development of Internet, arising of the multitude knowledge and the change of the Internet using behavior. Moreover, the concept of Web2.0 has accepted by the Internet users. The reasons mentioned above result the prosperity of Web2.0 video websites like YouTube.
     
     Several user interaction facts have made Web2.0 video websites channels which allow people to participate in web communities and to interact with each others. Furthermore, the Web2.0 video websites have become a new communication media on account of worldwide competition and the using of Internet advertisement. Therefore, the enterprises often interpenetrate target consumers by web videos through Web2.0 video websites.
     
     The research propose an analytic structure which is an effective method to recognize the critical properties of marketing communication on Web2.0 video websites by social network analysis, data mining and communication theories.
     
     The main purposes of the research are as following. 1. To present an analytic structure to realize the keys to marketing communicate on Web2.0 video websites. 2. Critical network problems analysis, positioning the network users and explaining the marketing communication meaning. 3. Verifying with YouTube-Mac network.		en_US
dc.description.tableofcontents 目 錄
     摘　要 II
     表目錄 VI
     圖目錄 VII
     第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第三節 研究架構 3
     第二章 文獻探討 4
     第一節 Web 2.0與行銷 4
     一、Web2.0 4
     二、Web2.0與行銷 6
     第二節 資訊傳播 7
     一、傳播模式 7
     二、網路資訊傳播 11
     三、行銷傳播 11
     第三節 資料探勘 13
     一、分類分析 15
     二、群集分析 15
     三、關聯規則分析 16
     第四節 社會網絡 16
     第三章 研究設計 19
     第一節 研究流程 19
     第二節 分析架構 20
     第三節 蒐集YouTube使用者互動及影音行為資料 21
     一、YouTube使用者的關聯與屬性 21
     二、使用者對影音之行為 22
     三、資料蒐集方法 23
     第四節 YouTube使用者網絡分析 24
     一、YouTube使用者網絡 24
     二、YouTube使用者網絡研究問題分析方法 27
     第五節 資料探勘分析 29
     一、資料探勘工具 29
     二、資料探勘方法: 分群 29
     三、資料探勘方法: 關聯法則分析 31
     四、探勘資料型態轉換 33
     第四章 YouTube使用者網絡(YouTube-Mac網絡)分析結果 34
     第一節 辨識YouTube-Mac網絡中關鍵傳播節點 34
     第二節 YouTube-Mac網絡屬性分析辨識 38
     第三節 YouTube-Mac網絡子網絡分析 39
     第四節 YouTube-Mac網絡子網絡關連規則 46
     第五節 YouTube-Mac上的傳播推薦節點 48
     第六節 YouTube-Mac上的行銷傳播結論整理 58
     第五章 結論 61
     第一節 結論與建議 61
     第二節 未來研究 61
     參考文獻 63		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096356014en_US
dc.subject (關鍵詞) 社會網絡分析zh_TW
dc.subject (關鍵詞) 資料探勘zh_TW
dc.subject (關鍵詞) 行銷傳播zh_TW
dc.subject (關鍵詞) Social Network Analysisen_US
dc.subject (關鍵詞) Data Miningen_US
dc.subject (關鍵詞) Marketing Communicationen_US
dc.subject (關鍵詞) Web2.0en_US
dc.title (題名) 影音Web2.0平台網站上行銷傳播之社會網絡與資料探勘分析研究－以YouTube-Mac網絡為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
     1)Barnes, J. (1954). Class and Committees in a Norwegian Island Parish. Human Relations, 7, 39-58.
     2)Berkman, Harold W. and Christopher Gilson (1985), Consumer Behavior:Concepts and Strategy, Boston, MA: Kent.
     3)Borgatti, S.P.(1998) "What Is Social Network Analysis?"
     (http://www.analytictech.com/networks/whatis.htm).
     4)Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2(December), 206-15.
     5)Chan, Kenny K. and Shekhar Misra (1990), “Characteristics of the Opinion Leader: A New Dimension,” Journal of Advertising, 19, 53-60.
     6)Daft, R.L. & Lengel, R.H. (1984). “Information richness: a new approach to managerial behavior and organizational design.”, Research in organizational behavior, (191-233).
     7)Duck, S.(1986), Human Relationships(3rd Edition). London:Sage.
     8)Emirbayer, M., & Goodwin, J. （1994） Network analysis, culture, and the problem of agency. American Journal of Sociology, 99, 1411-1454.
     9)Garton Laura, C.H.a.B.W.(1997) "Studying Online Social Networks,"
     (http://www.ascusc.org/jcmc/vo13/issue1/).
     10)Granovetter, M.S.(1973) "The strength of weak ties," American Journal of Sociology(78), pp 1360-1380.
     11)Hanneman, R.(1998) "Introduction to Social Network,"
     (http://wizard.ucr.edu/~rhannema/networks/nettext.pdf).
     12)Haythornthwaite, C., Wellman, B. and Mantei, M.(1996) "Work relationships and media use：a social network analysis," Group Decision and Negotiation (4:3), pp193-211.
     13)Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal ofMarketing, 60 (July), 50-68.
     14)Jiawei Han and Micheline Kamer(2006). Data Mining: Concepts and Techniques. 2nd edition, Morgan Kaufmann.
     15)Joseph P. Cannon, Bloom, Paul N., and Gregory T. Gundlach, (2000), “Slotting Allowances and Fees: Schools of Thought and the Views of Practicing Managers,” Journal of Marketing, 64 (2), 92-108.
     16)Knoke, D., & Kuklinski, J. H. （1982） Network analysis. Newbury park,Calif: Sage.
     17)Lasswell, Harold D. (1948), "The Structure and Function of Communication in Society," in L. Bryson, ed., The Communication of Ideas, New York: Harper
     18)Milgram, S. (1967) "The Small World Problem," Psychology Today, (May), pp. 60-67.
     19)Perlman, D. and Fehr, b.(1987), The Development of Intimate Relationships. CA: Sage Publications.
     20)Robin A Coulter, Lawrence F Feick, Linda L Price.(2002) “Changing faces: Cosmetics opinion leadership among women in the new Hungary” European Journal of Marketing. Bradford,Vol.36,p.1287
     21)Rogers, E. (1983), The Diffusion of Innovations, New York: Free Press.
     22)Tim O’Reilly, 2005, What Is Web 2.0：Design Patterns and Business Models for the Next Generation of Software, O``Reilly Media, Inc..
     23)Schauer, B.(2005) “Experience Attributes: Crucial DNA of Web 2.0. Retreved” July 4, 2006. (http://www.adaptivepath.com/ideas/essays/archives/000547.php).
     24)Schramm, Wilbur (1964), “Mass Media and National Development: The Role of Information in the Developing Countries”, Stanford, CA: Stanford University Press.
     25)Scott, J.(2002) “Social Networks Critical Concepts In Sociology.” Routledge Publication Inc.
     26)Stidsen, B. and Schutte, T.F. (1972), “Marketing as a Communication System: The Marketing Concept Revisited”, Journal of marketing, Vol. 36, October, p.25.
     27)Strauss, J. and Frost, D. R. (2002) Marketing on the Internet: Principles of On-Line Marketing. New York, Prentice Hall.
     28)Usama Fayyad(1996) , Gregory Piatetsky-Shapiro , Padhraic Smyth, “The KDD process for extracting useful knowledge from volumes of data,” Communications of the ACM, Vol.39, p.27-34
     29)Wasserman, S.F., K.(1994) "Social Network Analysis: Methods and Applications," (Sage Publications).
     30)Wellman, B.(1992) “Which Types of Ties and Networks Give What Kinds of Social Support?,” Advances in Group Processes, Vol.9, pp.207-235.
     31)Wiseman, J.P.(1986),“Friendship: Bonds and Binds in Voluntary Relationship,” Journal of Social and Personal Relationships, Vol.3, No.2, pp.191-211
     32)吳亦德（2007），YouTube使用因素與使用者行為之研究，南台科技大學資訊傳播研究所碩士論文
     33)李沛錞、蘇信寧(2008)，奈米複合材料技術趨勢－以專利分析及技術預測方法探討(上)，工業材料，2008年第8期, pp.203
     34)李沛錞、蘇信寧(2008)，奈米複合材料技術趨勢－以專利分析及技術預測方法探討(下)，工業材料，2008年第10期, pp.217
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