摘要
相比传统电子商务,移动电子商务在位置相关性、个性化和随时随地访问性等方面有无法比拟的优势。在总结国内外移动电子商务研究现状和发展趋势的基础上,通过网络问卷收集数据集,利用数据挖掘方法研究移动电子商务用户群体特征,对1 748份有效问卷进行挖掘分析,得出一些已使用移动电子商务用户的特征以及认知低而使用意愿比较高的用户特征,为发展移动电子商务业务的企业实现精准营销提供借鉴。
Compared to electronic commerce, mobile commerce has incomparable advantages in location, urgency and any- time, anywhere access. The paper summarizes the present situation and development trend of mobile commerce and data mining in domestic and international, propounds that collecting data sets through the network and data mining methods to study the user groups^features for the business enterprises . Through the mining and analysis of 1748 valid questionnaires it obtains the user groups/features which have used mobile commerce and have low cognitive and high willingness to use mo- bile commerce. The paper is thought to give reference to develop mobile commerce and realize precision marketing.
出处
《科技管理研究》
CSSCI
北大核心
2013年第9期222-226,共5页
Science and Technology Management Research
关键词
移动电子商务
数据挖掘
决策树
精准营销
mobile commerce
data mining
decision tree
precision marketing
