The associate impact of individual internal experiences and reference groups on buying behavior: A case study of animations, comics, and games consumers

This study aims to analyze the effects of internal cognitions and external influences on buying behavior of ACG consumers by applying the uncomplicated decision tree data mining algorithm. We analyze and develop the target attributes on measures of customer loyalty for ACG industry to set up the decision trees from the collected questionnaire data. The decision tree data mining method is applied to analyze the hidden association rules between the target attributes (i.e., consumer loyalty) and the critical influencing factors of consumer's internal impressions and external influences for ACG consumers. The results and suggestions of this paper can be used as a reference for enterprises in the ACG industry to help with business policies concerning products' extensional design, marketing, and CRM, and to further strengthen customer satisfaction and loyalty, thus increasing company profits.