Abstract
During the corona virus disease 2019 (COVID-19) pandemic, the Internet-based zero-contact economy model has increased people’s online social, entertainment, and business activities. Social media are social network platforms that support users’ social interaction to foster an information society. Mobile gaming refers to the use of mobile terminal devices for online entertainment. The combination of mobile payment and social media provides online users with an integrated information system platform for socializing, mobile gaming entertainment, and payment. A recommendation system filters information to predict a user’s rating or preference for a product/service. With recent advances in computer science, recommendation systems are gradually moving to develop intentional and behavioral recommendations. Thus, this study implements data mining analytics, including clustering analysis and association rules, to investigate mobile gaming, mobile payment, and social media preferences in Taiwanese gaming players. This study first finds several meaningful clusters/patterns/rules to present research findings and practical implications for intentional and behavioral recommendations (N = 2326).
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