網路素人創作內容 決策歷程與觸動點分析： 循序樣式探勘技術之應用
Decision-Making Process and Touch Point Analysis of User-Generated Content: An Application of Sequential Pattern Mining Technique
This study develops an SSVS model for user-generated content (UGC), which synthesizes the marketing decision-making models. In addition, the marketing concept of touch points is introduced, and the key touch points for each UGC decision-making stage are summarized herein. Sequential pattern mining of secondary data collected from the 2014 Taiwan Communication Survey reveals results supportive of the SSVS model. People both highly and minimally engage with UGC, and UGC creators complete the four decision-making stages of SSVS. However, people who do not create UGC tend to skip the stage of sharing. In addition, social media and content sharing sites are the two critical touch points across the four decision-making stages. Furthermore, individuals highly engaged UGC and creators of UGC are more likely to use multiple touch points and have varied touch point combination patterns across the four decision-making stages.
