曾志偉

Jhih-WeiZeng

碩士論文（2014）

中文網路口碑之消費者觀點獲取方法研究

On Consumer Perspective Acquisition Method in Electronic Word-of-Mouth

關鍵字 Keywords

服務科學、顧客需求、顧客關係管理、口碑分析

Services Science、Customer Demand、Customer Relationship Management (CRM)、Electronic Word-of-Mouth (eWOM)

摘要

消費者的需求是企業產品創新、服務改善的重要依據。過去企業透過消費者與銷售人員的互動、專家訪談、問卷調查等方式了解消費者。隨著網路技術的蓬勃發展，許多消費者在網路上發表評論使得企業有不同的管道了解消費者，但大量的網路資訊難以被快速歸納，導致企業無法作出快速正確的決策。是故，本研究利用詞性組合以及機器學習中分群、分類等概念設計一自動化之消費者觀點獲取模式，藉此模式自動歸納網路評論得到一消費者觀點架構，透過此架構企業可以快速了解網路內容中潛藏的消費者需求，為企業帶來競爭優勢。

Abstract

Consumer demand is an important basis for product innovation and service improvement. Traditionally, consumer demands are identified through the interactions of sale staff with consumers, expert interviews and questionnaires. With the rapid development of network technology and various social networking, enterprises may be able to understand consumer demands through internet review. However, there still exists technological issues to obtain valuable information from massive network data. Therefore, a systematic methodology to identify enterprise key customer opinions on internet is necessary.

This research first designed an automatic consumer perspective integration model via the concept of speech combination, machine learning: clustering and classification. A consumer perspective acquisition mechanism was then developed based on this model. With this mechanism, enterprises are able to obtain closer consumer opinions and thus capable of supplying more customer-desired products, and standing on an advantageous, competitive position in advance.