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研究生:傅思瑜
研究生(外文):Fu, Szu Yu
論文名稱:產品上市前最被廣為討論的產品面向:以iPhone為例
論文名稱(外文):Identifying Most-buzzed Product Aspects in Pre-launch Stage: iPhone Case Study
指導教授:唐揆唐揆引用關係
指導教授(外文):Tang, Kwei
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:56
中文關鍵詞:使用者創作內容產品面向面向萃取上市前
外文關鍵詞:User-generated Contentproduct aspectsaspect extractionpre-launch
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  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:3
近年來使用者創作內容受到廣泛的重視,其對大眾的影響力讓社群網路與產品評論網站上各種形式的發表內容都成為學者研究的對象。與產品相關的使用者創作內容,依發表的時間點,大致可分為產品上市前的討論和產品評論兩種。目前針對面向萃取的研究多以線上產品評論為分析資料,然而對廠商而言,若以此資料萃取出的產品面向作為行銷訊息的主題,則可能忽略了消費者在購買產品前後所在意的產品面向可能有所不同的情形。

在產品上市前的猜測、討論或謠言(buzzes or rumors)通常反映出群眾對產品面向的期待,本研究以此為分析資料,並從中找出產品在發表前被熱烈討論的產品面向。研究發現不同於產品評論資料,產品上市前的討論中,和功能無關的面相如售價、上市日期、手機外殼材質和顏色等,都是群眾關注的焦點。實驗結果讓廠商更能掌握大眾在實際接觸產品前最在意的產品面向,亦可在行銷產品時更有效地製造話題與達到吸引關注的目的。

User-generated content (UGC) has drawn much attention in recent years and researchers study all forms of UGC because of its huge impact. According to the time when UGC is produced, there are two major types of product-related UGC: pre-launch buzzes and product reviews. The previous studies on product aspect extraction mainly use online product reviews as research dataset. However, forming marketing message only on the basis of these aspects might neglect the fact that people focus on different aspects before their purchase.

Prediction, buzzes and rumors in pre-launch stage usually confer the expectation of product aspects. Using product-related UGC in pre-launch stage as dataset, this paper aims to identify the most buzzed product aspects before a product is even launched. Unlike the result extracted from product reviews, people frequently buzz about non-functional aspects such as price, release date, and color and material of mobile phone case in pre-launch stage. Firms can see the findings as a reference while formulating marketing message. By keeping track of these aspects, marketing practitioners could create buzzes and promote new a product more efficiently.

目錄
致謝辭 i
摘要 ii
Abstract iii
圖目錄 vi
表目錄 vii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 6
第四節 研究架構 7
第貳章 文獻探討 8
第一節 使用者創作內容對購買決策的影響 8
一、 社群參與和購買決策: 8
二、 社會互動與購買決策 9
第二節 產品屬性分類與相對應之產品面向 10
第三節 產品面向萃取與情緒偵測 12
第四節 熱門討論之產品面向彙整 15
一、 以產品評論為分析資料: 15
二、 以社群媒體內容為分析資料: 17
第參章 研究方法 19
第一節 資料描述 19
一、 資料來源與資料形式 19
二、 資料涵蓋期間 22
三、 資料特性描述 23
第二節 資料處理 24
一、 新聞內容之面向標簽 25
二、 讀者回覆內容之面向萃取 26
第肆章 實驗分析與討論 29
第一節 iPhone手機三世代產品描述 29
第二節 原始資料描繪 33
第三節 資料分析與問題討論 36
一、 產品發表前,廣為大眾討論的產品面向分析。 38
二、 產品發表前,各產品面向第一次出現在新聞內容中的先後順序。 40
三、 群眾在產品發表前和購買後,廣為討論之產品面向的異同。 45
第伍章 結論 49
一、 學術貢獻與管理建議 49
二、 後續研究方向 50
參考文獻 52


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