- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Recent technological advances in communication infrastructure, especially those in the realm of mobile services, have drastically impacted how people interact socially. The more ubiquitous and convenient mobile approach has steered away users from the traditional computer-mediated systems. As the mobile trend continues, understanding usage behavior patterns of its users becomes critical to harness the power of this new technology. One particular user group, opinion leaders deemed tremendously influential on the usage behavior of other users, is the main focus of this study. Existing literature on the mobile usage pattern of opinion leaders is limited to theoretical rather than empirical studies. This research attempts to bridge the gap. Drawing from one of the largest Taiwanese telecommunications databases, we try to identify mobile opinion leaders and further cluster their mobile usage patterns by mining the actual data. This study exploits a combination of techniques, including statistics, data mining, and pattern recognition, in our data analysis. Four main characteristics and seven usage patterns of mobile opinion leaders were identified. There are two main contributions of this work. The first contribution is the application of opinion leadership theories applied in the traditional marketplace into mobile services based on a big data system; the second offers a taxonomy to logically analyze each pattern of mobile content usage behavior gathered from mining the data to provide better planning blueprint for future mobile resource consumption.
5. Conclusions and managerial implications
Big data today is large, varied, and complex and can directly reflect society changes and behavior of individuals or specific groups (e.g., a mobile opinion leader in the current study). However, many theories, methodologies, technologies, and analytical techniques are still needed or must be upgraded to accurately extract the most relevant information. Overall, contributions of each stage of this current research have added to the theory and managerial implications of the research for actual marketing practice. They are as follows:
In the first stage, the purpose of this study was to examine whether the main four characteristics of opinion leaderships are appropriate for identifying mobile opinion leaders as derived from the telecommunications dataset. Of the four hypothesis variables, enduring involvement, exploratory behavior, innovativeness, and mobile competence were significant for distinguishing mobile opinion leaders from non-opinion leaders. General support was found for all of the hypotheses, thus lending support to the idea that identifying mobile opinion leaders from a huge dataset can be applied from the theoretical background. A key contribution of the first stage of this study applies opinion leadership theories developed in the traditional marketplace into a mobile services marketplace using the big data system, thereby supporting the appropriateness of a theoretical foundation that can be used to identify mobile opinion leadership.
In the managerial implications of the first stage, mobile opinion leaders are an ideal segment of early adopters for telecommunications companies to target with new service information because they are keen to share their knowledge with less-informed, less-innovative colleagues or other mobile users through mobile services and social media. The information that mobile opinion leaders diffuse to colleagues and even countless online news forum groups (e.g., Mobile 01 in Taiwan) can alleviate apprehension and any lack of adoption confidence (e.g., 4G adoption) for other mobile users. Telecommunications companies should see mobile opinion leaders as potential mobile service champions who can act as messengers to less-confident and less-knowledgeable users in the mobile marketplace.