臺灣博碩士論文加值系統

數位口碑行銷，又稱病毒式行銷，是藉由帶起一波又一波具傳染力的討論熱潮引起潛在消費者的興趣。除了難以忽視的影響力，數位口碑更具有節省成本和消費者偕同製造商共創產品價值的效益。隨著網路科技的發達，由使用者自發性創造的數位口碑浪潮更是如火如茶地產出大量文字資料。如何在海量數據的時代裡有效率地檢閱資料，將需要借助線上聲譽系統的協助。
線上聲譽系統藉著紀錄使用者過去行為的歷史紀綠影響使用者間對未來的期待。若特定使用者的行為長期保持良好，將為他帶來長期的潛在利益。舉電子商務為例，有鑑於網路環境的匿名特性，買家會更樂於跟具良好聲譽的線上賣家進行互動，甚至付出更多財貨以交換其出售商品與服務。由此可知，線上聲譽系統可有效避免削價競爭，對買方或賣方都有難以言喻的好處。
數位口碑有以小成本創造大效益的特性，難免令人對它的關鍵成功因素感到好奇。取材自IMDb.com並整合所有評論者行為及文本相關特徵，以一個聲譽階層架構為基礎，透過階層性迴歸分三個層次去探討各大構面及子構面對電影票房營業總額的解釋力進而判斷各構面的重要性，並期許本研究為行銷從業人員在操作病毒式行銷時提供重要憑據。

This study aims at finding the hierarchical importance of all the factors correlated with eWOM in the purchasing process. So the significant variables related to the reputation system and text of movie reviews accompanied by the data of daily box office revenue are collected to examine the explanatory power by SPSS. Explanatory power from each of the dimensions on the three-layer reputation hierarchy can testify the importance respectively.
The top layer of our hierarchy is reputation followed by the sub-layer consisting of expertise and trustworthiness. The bottom layer underneath expertise is composed of knowledge embedded in each of the reviews and the competence contributed from each of the reviewer. Variables that belong to knowledge are mostly the text features and timeliness. Textual features are to represent the appropriate amount of knowledge in reviews. The reason why we place “timeliness” here is reviews from the public should be provided at least within the life cycle of movie. Additionally, to express competence, we implement the RFM model that is used to measure the influence of the reviewer. With regard to trustworthiness, whose attributes are consistent and reliable according to the Oxford English Dictionary, thus the sub-layer of trustworthiness is composed of quality of content and writing style whose factor attributes are deemed in accord with trustworthiness. The variables underneath quality of content are to some extent considered as the personality cue that are extracted from the perspectives of linguistics. As for writing style, we adopt the factors derived from LIWC factors and 4 crucial indicators of emotions.
Observing the statistics output by implementing SPSS, the empirical results of the hierarchical regression are quite intuitive. Coinciding with the online user behavior patterns, timely reviews of sufficient information and high rating elevate the box office revenue especially in the opening week in theaters. In the subsequent weeks, the reviews in the brief and easy expression can promote the box office. Paradoxically, consumers prefer diverse opinions in the comparatively objective expression while the rating are on the high side. Our decipherment of the statistics conform to the principle to manipulate the viral marketing that is to create the uninterrupted buzz online no matter it is positive or negative. Our study exhibits the importance to create the heat of online discussion and signals the marketers what is required to pay close attention.

Table of Contents
摘要 I
ABSTRACT II
誌謝 III
Table of Contents IV
List of Tables VI
List of Figures VII
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 5
2.1. Concepts related to Reputation for traders, reviewers, or websites 5
2.2. Reputation Hierarchy 6
CHAPTER 3 METHODOLOGY AND ANALYSIS 9
3.1. Data preprocess 12
3.2. The factors of the bottom layer in Reputation hierarchy 15
3.3. Hierarchical Regression 22
CHAPTER 4 EXPERIMENT AND ANALYSIS 22
4.1. Experiment 22
4.2. Analysis 23
CHAPTER 5 CONCLUSION AND FUTURE WORK 31
5.1. Conclusion 31
5.2. Future Work 32
APPENDIX 33
REFERENCE 34

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