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題 名 | Predicting Smartphone User's Satisfaction Using Decision Tree=以決策樹預測智慧型手機使用者滿意程度 |
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作 者 | 陳基國; 陳斐雲; | 書刊名 | 中華管理發展評論 |
卷 期 | 5:1 2016.06[民105.06] |
頁 次 | 頁23-44 |
分類號 | 496.34 |
關鍵詞 | 生活兼容性; 消費者滿意; 消費者創新性; 決策樹; 產品創新屬性; Compatibility; Consumer satisfaction; Consumer innovativeness; Decision tree; Innovation attributes; |
語 文 | 英文(English) |
中文摘要 | 文獻上已有以結構方程式模式研究智慧型手機使用者經驗對智慧型手機滿意度的影響。然而對一般實務界的人士而言結構方程式模式相當困難,尤其是對估計係數的解釋更是不容易。近年來,已經有以決策樹分析影響消費者滿意因素的研究,分類無母數有監督變數的資料,決策樹算是最有效率且簡單的方法之一。為了提供實務界簡單且實用的預測智慧型手機使用者滿意度模式,本文以決策樹做為分析資料的方法,建構以消費者創新性、使用手機的頻率與智慧型手機的創新性屬性預測智慧型手機使用者對智慧型手機之滿意度,同時本研究也以世代差異代替年齡做為模式的調和變數。分析結果發現在49個問項中,只要兩個智慧型手機創新屬性中的生活兼容性(compatibility)問項即可預測智慧型手機使用者滿意度。這兩個問項將受測者對其智慧型手機滿意度分為三類。本研究結果對(1)何以年輕人為智慧型手機的主要使用者;與(2)何以智慧型手機的使用困難性不再是預測智慧型手機使用者滿意度的重要變數。最後,本研究也討論了研究結果的管理意涵與未來研究方向。 |
英文摘要 | Literature has reported that smartphone user’s satisfaction can differ according to consumer life experiences by using structural equation modelling (SEM). However, SEM seems too complex and difficult for the practitioners, particularly the interpretation of numerical estimates for each of the parameters, provided by SEM. Recently, the decision tree model has been used to analyze the factors affecting consumer satisfaction. Decision trees (DT) represent one of the simplest and often most effective non-parametric supervised learning method used for classification. For searching for a practical decision rule, this paper employed DT to explore decision rules used for predicting smartphone use’s satisfaction. Three constructs: consumer innovativeness, usage frequency and innovation attributes, which may influence smartphone user’s satisfaction, as well as generations as a proxy of age are considered in the model of this paper. It is found that the compatibility of innovation attribute of smartphone dominates the prediction of smartphone user’s satisfaction. Among forty-nine candidates, only two items used to measure compatibility construct were chosen as predictors of smartphone user’s satisfaction in the final model. These two items classified total respondents into three classes, with different satisfaction levels. Our results also provide a plausible explanation of two observed phenomenon: (1) why the majority of smartphone users are teenagers, and (2) why the complexity of innovation attributes is currently not important to prediction of smartphone user’s satisfaction. Finally, the managerial implications of this paper are discussed, and the direction of future research is also suggested. |
本系統中英文摘要資訊取自各篇刊載內容。