摘要
为在移动支付业务营销时能够快速找到特征用户群体,本文利用关联规则数据挖掘方法从用户认知、用户需求、使用情况、用后评价、未来使用意愿和影响用户使用因素等多个方面对移动支付中的手机票务领域进行调查分析。通过对1615份有效问卷进行分析,找到最可能使用手机票务的用户群体,从而帮助通信运营商在移动支付推广初期,能够通过快速确定目标客户市场进行精准营销。结果显示,移动支付中的手机票务市场还处于初期,用户认知度较低,潜在用户群体大,已经使用手机票务或有意愿使用的用户大多集中在月支出较高、具有高学历的年轻用户群体。
For quickly locating the specific user groups in the mobile payment market,this paper investigates and analyzes the Mobile Ticketing in mobile payment service from five main aspects,the users＇ awareness,demand,usage,using willingness and users＇ evaluation.We use data mining methods of association rules to do analyze 1615 valid questionnaires and locate the user groups who are most likely to use Mobile Ticketing,so as to help the Communication Carriers to lock the target customers market precisely and quickly at the beginning of promotional period of Mobile Payment.The results show that mobile payment market,especially mobile ticketing,is still in the early stage,that the users＇ awareness is low,that the potential user groups are very big,and that the users who are willing to use mobile payment services are mostly concentrate in young user groups with high monthly expense and high education.
出处
《系统工程》
CSSCI
CSCD
北大核心
2010年第12期82-90,共9页
Systems Engineering
