20世紀電腦、網路產業的快速發展，使得人類能夠藉由更快速的電腦處理更大量的資料，但也因此產生了更多的問題。資料採礦技術發展的目的便在於解決分析大量資料時所遇到的問題。
商業領域的資料採礦發展十分迅速，因為由資料採礦得到的資訊與知識能夠幫助行銷決策者訂定最佳的行銷策略。終極目標是將公司內部、外部的資訊串連起來，經由工作循環以得到商業智慧。
目前台灣許多行銷領域的研究單位都在進行消費者資料的蒐集。本研究以E-ICP資料庫為研究目標，利用資料採礦方法挖掘尚未被研究者發現的知識。由於過去E-ICP資料的運用較少觸及商品消費的整體探討，但商品消費概況卻佔E-ICP資料相當大的比重，因此試以關聯規則分析為工具，進一步瞭解商品間的關係。
藉由本次實證研究的經驗發現關聯規則分析在實務上不適用之處，這樣的回饋對於未來研究關聯規則分析的研究者而言，能夠提供許多值得深究的方向。 / The swift developments of Computer Science and Internet in 20 century enable people handling more and more data, but bring even more problems. Data Mining is then developed to solve them.
Data Mining is very popular in business environment, because all the information and knowledge gained can help managers make the best decisions. And in the long run, Data Mining can help the circulation of information inside and outside an organization.
In Taiwan, many research centers are collecting consuming data in order to understand more about consumer behaviors. This study is in focus of E-ICP data which has a long history in consumer issues. The commodities data in E-ICP dataset is very abundant, but less emphasis was made upon it. Therefore, using Association Rules to find out the relationship between commodities is a good trial.
The process of analyzing E-ICP data with Association Rules let us realize how difficult to take it into practice. And the problems I faced and the solutions I used in this study could feedback to future analyzer for some meaningful research issues.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0090354009 |
| Creators | 何玉芝 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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