董承翰

CHENG-HANDONG

碩士論文（2016）

網路口碑為基之商品創新機會探索技術研發

On Technology of eWOM-based Chance Discovery for Product Innovation

關鍵字 Keywords

機會探索、KeyGraph、語意網路、詞彙聯想

Chance Discovery、KeyGraph、semantic network、word association

摘要

良好的企業商品創新與改良，為企業能永續經營成長的重要因素之一，過去企業透過專家訪談、問卷調查及與消費者互動等方式了解消費者需求藉以進行商品創新。但隨著網路技術的蓬勃發展，許多消費者在網路上發表商品有關的評論及進行討論，使得企業有更多元的的管道了解消費者的需求，但大量的網路資訊難以被快速歸納，導致企業無法針對快速變動的市場變化作出快速且正確的決策。

本研究之目的為發展一以網路口碑為基之商品機會探索的方法，再依此開發相關實現技術，以提供企業了解目前網路上之熱門話題以及從這些討論中來獲取商品創新的機會。本方法從大型網路討論區的討論文章精煉產生出事件模型，並從中分析出熱門事件模型，再從與商品有關的討論文章分析並產生商品模型。

本研究以KeyGraph概念混和語意網路(semantic network)為基礎，發展一「商品創新機會探索」方法，以提供企業了解目前網路上之熱門話題以及從這些討論中來獲取商品創新的機會。本方法將收集到網路口碑進行結構化建立出事件Semantic-KeyGraph，再以密度為基的聚類分析(DBSCAN)分析出熱門的事件，透過擴散性思考及詞彙聯想的原則，進行事件與商品間的商品創新機會探索。此方法可提供企業進行商品創新開發可能的機會，亦可提供企業快速的掌握市場脈動以及提快速了解自身商品在於目前市場中所處的狀態。

Abstract

Good enterprise product innovation and improvement, are an important factor in business growth. In the past, enterprise through expert interviews, questionnaires and consumers interact to understand consumer demand thereby commodity innovation. But with the rapid development of Internet technology, many consumers in the online publication commodity-related comments and discussion, so that enterprises have more diversified pipeline of understanding of consumer needs, but a large number of network information is difficult to be quickly summarized , result in the inability to make quick and correct decisions for the market changes rapidly changing.

This research attempts to apply KeyGraph concept blending semantic network, development of an eWOM-based Chance Discovery for Product Innovation mechanism, providing enterprise understand those hot discussions on the web and find chance of product innovation from these discussions.

Through KeyGraph plus concept of semantic network, the collected ewom establish a structured event Semantic-KeyGraph, cluster analysis (DBSCAN) density-based analysis of the popular event.Chance discovery for product innovation between popular event and product through the principle of divergent thinking and word association. This mechanism provides enterprise product innovation potential chance, can also provide enterprises to quickly grasp the pulse of the market and know their product’s state of the market is in.