A study on web advertising and the clustering mechanism for virtual community users

• Main Authors: Chia-Yen Tsai, 蔡佳晏
• Other Authors: 游耿能
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/u9c63e

碩士 === 臺中技術學院 === 多媒體設計系碩士班 === 98 === Recently, following the rapid developments in network and computer technology, the network based media and users are gradually consolidated in a form called Web2.0. Internet advertising is not only expanding accordingly, but also evolving various new advertising models. One of these models is a new type of Internet advertising mechanism by advertizing on the virtual community. This trend of innovative mechanism also extends to virtual pet based Internet community. However, the behavioral characteristics of virtual pet users in virtual community are rarely effectively utilized in Internet advertising. This study surveys and reviews some typical cases of current existing virtual pet community platform. To further investigate their background and services, and analyze the properties of registered members, we conduct a preliminary study about these platforms. The classification mechanism of the advertizing category, the users and the facilities for virtual pets are explored. We also build a virtual community platform with the design of an elaborated user’s registration procedure to elicit the users’ interestingness. We also try to establish a matching mechanism of users’ preference and Internet advertising by using SVM(Support Vector Machine) to cluster these users. With the utility of the public Libsvm tool, we are able to do some experiments on the effectiveness of our design. The outcome shows that our design of user’s registration procedure with the automatic clustering of users into three and six clusters could reflect satisfactory classification. This result could be a referential basis for better matching between users and Internet advertising.