探討Beacon藍芽定位技術在使用者行為分析的應用

Abstract

隨著行動裝置的普及，定位服務已經深入每個人的生活，而其中定位資料的收集更是資料分析的重要目標，可以透過移動的位置與路線來分析使用者的行為，但都主要都集中在戶外GPS的應用，在室內卻是較少涉及，目前的室內技術大都無法達到預定的成效，過去是以WIFI定位有最多的討論，在技術與資料上經研究都有很高的價值，但在現實層面因為硬體成本的考量而無法普及，沒有產生同等的效益，讓至今定位資料在室內部分都有很大的缺漏，而最近幾年Beacon藍芽定位的出現則為其帶來了新的可能，也被認為是未來室內定位的趨勢，但因發展尚淺，目前的研究還集中在技術的分析比較，在資料上並沒有太多著墨。有鑑於此，本研究目的是利用此技術來收集資料並用以分析使用者行為，驗證藍芽技術在資料收集上有其可行性，資料是從在「2015台北國際旅展」推行的一個應用藍芽定位服務的APP收集而來，並利用到點推播的適地性服務來評估應用成效。以三個面向來進行分析，一為行為統計分析，透過資料統計後可直接觀察的使用行為；二為空間應用分析，結合場域特色如路徑或位置分布，最後透過地圖化的方式來呈現；三為推播點成效分析，評估展覽中適地性服務的成效。而研究結果也證明從該技術收集來的資料可探討很多使用者的行為。在行為分析結果上，使用者會以一個場域為主要移動範圍，早上入場時段的使用者最多且使用時間也最長；在空間分析結果發現熱門位置會以同心圓的方式從中心往外擴，入口集中在有交通要道的方向、熱門路段為主要道路與出入口附近；最後推播點成效的評估上也顯示適地性服務能夠吸引使用者前往，從觸發機率、熱門路段分布、到達人數提升都顯示使用者對於這些位置的偏好；從行銷層面上看，對於使用者、店家攤位、活動主辦方、平台開發商四個主要關係人都有很大的行銷助益，在技術上與WIFI定位相比也有較好的表現，說明Beacon藍芽定位未來在室內定位會是重要趨勢。

With the popularity of mobile phone, the location data is an important way to realize user behavior. However, the current applications mainly focus on outdoor environment, and indoor relatively is seldom to be mentioned. In the past, WIFI positioning technology was discussed the most often and also got a lot of well research results. But in reality, it met many cost or venue problems and therefore can’t actually be used in real environment. Most Indoor positioning technology nowadays can’t reach desired performances, so there has having a very large gap between research and reality in indoor positioning so far. Fortunately, the emergence of BLE (bluetooth low energy) beacon technology in recent years brings the opportunity to solve the problem. The cost down of sensors let it considered to be the future trend of indoor positioning, and many studies have start to research on it. But because the development is still in its infancy, recently studies primary focus on technical discussions or literature reviews and less on data analysis. The purpose of the study is to collect and analyze data from the beacon technology and find some user behavior to prove the value of data collecting in this technology. Data is from an exhibition, 'Taipei International Travel Fair 2015', with an app which can detect beacon signals. The app also provides a service that can let user get information depending on their location. This would be used to evaluate the effectiveness of the location-based service. The study will analyze the data in three ways to know the user behavior in the exhibition. First is behavior statistical analysis, to know how users behave in activity; second is space applications analysis, to know exhibition venues are how to be used; third is LBS performance analysis, to know the places that provide LBS service whether are attractive to users or not. The final results show that the location data from beacons can really find a lot of user behavior. In behavior analysis results, a half of users only move in one field. It has the most users in the morning, and the user in that period averagely has the longest use time. Space analysis finds that popular location will be distributed in the shape of concentric circles. Entrance would be located in the direction of traffic sites. Most of the popular routes are near the main road or entrance. The service performance evaluation also shows that location-based services can actually let users to leave for. Besides, in marketing aspect, it has great help for four related stakeholders: user, store, event organizer and platform developers. In technical aspect, it also has better performance than WIFI. These analysis results indicate that BLE beacon technology will actually be the future development trend of indoor positioning.