Mining association rules between positive word-of-mouth on social network sites and consumer acceptance: A study for derivative product of animations, comics, and games

Abstract

In recent years, we can easily observe that animations, comics, and games (ACG) have great output value and market influence on the entertainment and digit media market. The ACG industry is not an industry of a single country or region but a global industry. In addition to its own revenue, the derivative products (or licensed merchandise) of ACG can extend the ACG industry to win more business opportunities. The ACG industry is mainly marketed towards younger people, who are the major users of social network sites. Hence, the electronic word-of-mouth (eWOM) on social network sites often becomes a reference basis of the young people’s attitudinal acceptance and purchase intention in purchasing ACG-related derivative product.In this paper, we analyze the influential factors of positive eWOM’s communication motivations that affect consumer acceptance on social network sites, and apply the uncomplicated decision tree data mining algorithm to compute the association rules between these influential factors and consumer acceptance, expecting to understand the relationship between eWOM on social network sites and consumer acceptance. The results of this study can help the business decision-making in CRM and marketing of the industry of ACG-related derivative product. This study found that the degree of perception of ACG product and the degree of taking pleasure in sharing ACG-related information with others have a significant correlation with consumer acceptance.