Media Consumption in Taiwan: Mining the Shih Hsin Communication Database
作者: Chien-Chou Su
刊名: Asia Pacific Management Review, 2010, Vol.15 (1), pp.113-131
来源数据库: Airiti Inc.
DOI: 10.6126/APMR.2010.15.1.08
关键词: Media time consumptionNeural networkDecision treeDisplacement effectComplementary effect
英文摘要: Internet use has recently grown rapidly, and this trend is continuing. This increase is unsurprising given the reallocation of attention from newspapers, magazines, radio and television. Since most audiences have limited time available for media use, it is logical to assume that the hours spent using a particular medium reduce or displace the time spent using other media. However, increase-increase in some media reinforcement effects among media may occur according to the bio-ecological theory of the niche. The purpose of this investigation was to better understand media usage in Taiwan. The two most commonly used data mining techniques, neural networks and decision trees, along with some statistical methods, are applied to profile heavy-users of each of the five major media: TV, radio,...
原始语种摘要: Internet use has recently grown rapidly, and this trend is continuing. This increase is unsurprising given the reallocation of attention from newspapers, magazines, radio and television. Since most audiences have limited time available for media use, it is logical to assume that the hours spent using a particular medium reduce or displace the time spent using other media. However, increase-increase in some media reinforcement effects among media may occur according to the bio-ecological theory of the niche. The purpose of this investigation was to better understand media usage in Taiwan. The two most commonly used data mining techniques, neural networks and decision trees, along with some statistical methods, are applied to profile heavy-users of each of the five major media: TV, radio,...
全文获取路径: Airiti 
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关键词翻译
关键词翻译
  • consumption 消耗
  • usage 使用率
  • reallocation 再分配
  • logical 逻辑的
  • effect 效应
  • media 中脉
  • decision 决定
  • advertising 广告
  • purpose 目的
  • constructing 合组