دانلود مقاله ISI انگلیسی شماره 94285
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
94285 2017 12 صفحه PDF سفارش دهید 7990 کلمه
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عنوان انگلیسی
Mining association rules between positive word-of-mouth on social network sites and consumer acceptance: A study for derivative product of animations, comics, and games
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Telematics and Informatics, Volume 34, Issue 4, July 2017, Pages 22-33

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چکیده انگلیسی

In this paper, we analyze the influential factors of positive eWOM’s communication motivations that affect consumer acceptance on social network sites, and apply the uncomplicated decision tree data mining algorithm to compute the association rules between these influential factors and consumer acceptance, expecting to understand the relationship between eWOM on social network sites and consumer acceptance. The results of this study can help the business decision-making in CRM and marketing of the industry of ACG-related derivative product. This study found that the degree of perception of ACG product and the degree of taking pleasure in sharing ACG-related information with others have a significant correlation with consumer acceptance.

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