Title Page
Contents
Abstract 8
초록 9
I. Introduction 11
1. Background Knowledge about LBS 11
2. Problem Statements of LBS 11
II. Literature review 13
1. Bubble Theory 13
2. Bubble Theory on Dynamic Web Personalization 14
3. Intimacy Theory 15
4. Intimate Interaction on Service Personalization 15
III. Research Method 18
IV. Data Collection and Questionnaire Survey 20
V. Data Analysis 22
1. User Segmentation using Clustering Analysis 22
2. Decision Tree Analysis-Intimacy Level for Each Cluster 23
3. Association Rule Analysis 26
4. Data Transformation for Association Rule Analysis 27
5. Intra-cluster Association Rule Analysis 28
6. Inter-cluster Association Rule Analysis 37
VI. Conclusion and Promoting Strategies 41
VII. Contribution 49
VIII. Limitation and Future Research 50
References 52
Appendix 56
Table 1. Description of Clustering Analysis Result 23
Table 2. Description of Clustering Criteria 23
Table 3. Rules related to intimate behavior for Cluster 1 28
Table 4. Rules related to intimate experience for Cluster 1 29
Table 5. Rules related to intimate behavior for Cluster 2 30
Table 6. Rules related to intimate experience for Cluster 2 31
Table 7. Rules related to intimate behavior for Cluster 3 32
Table 8. Rules related to intimate experience for Cluster 3 32
Table 9. Rules related to intimate behavior for Cluster 4 34
Table 10. Rules related to intimate behavior for Cluster 5 35
Table 11. Rules related to intimate experience for Cluster 5 35
Table 12. LBS application type users in cluster 1 intent to use 37
Table 13. LBS application type users in cluster 3 intent to use 38
Table 14. LBS application type users in cluster 4 intent to use 38
Table 15. LBS application type users in cluster 5 intent to use 39
Figure 1. Trends of Users interests Towards LBS 12
Figure 2. Diagram of Edward T. Hall's Personal Reaction Bubbles 14
Figure 3. The model of intimacy development on Internet 16
Figure 4. Distance between 5 clusters in terms of selected criteria 22
Figure 5. Decision Tree Regarding selected Clustering Criteria 24
Figure 6. Intimate Level of each cluster based on Bubble Theory 42