Yu Chen
ABSTRACT
In China, Ant Forest, a new online green information system, is vigorously promoting the innovative model of "Internet + Public Welfare", but there is a problem that moral marketing is difficult to sustain in the current operation and development. In this paper, decision tree theory was adopted to analyze the factors that influence the users' intention to use based on the C5.0 algorithm. Results show that the model has a good prediction rate, and can form highly classification rules which are readable for readers to achieve the forecast of use intention. According to the results, this paper explored the motivation and action mechanism of users' use of behavior from multiple factors. Finally, management suggestions were proposed on how to promote users' use intention to continue using Ant Forest from the perspective of operators.
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Digital Library
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