Analysis of Questionnaire Investigation on SNS Utilizing Bayesian Network

  • Aburai, Tsuyoshi (Graduate School of Policy and Management, Doshisha University) ;
  • Higuchi, Yuki (Faculty of Business Administration, Setsunan University) ;
  • Takeyasu, Kazuhiro (College of Business Administration, Fuji Tokoha University)
  • Received : 2012.10.28
  • Accepted : 2013.05.16
  • Published : 2013.06.30


Social Networking Service (SNS) is prevailing rapidly in Japan in recent years. The most popular ones are Facebook, mixi, and Twitter, which are utilized in various fields of life together with the convenient tool such as smart-phone. In this work, a questionnaire investigation is carried out in order to clarify the current usage condition, issues and desired functions. More than 1,000 samples are gathered. Bayesian network is utilized for this analysis. After conducting the sensitivity analysis, useful results are obtained. Differences in usage objectives and SNS sites are made clear by the attributes and preference of SNS users. They can be utilized effectively for marketing by clarifying the target customer through the sensitivity analysis.


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