臺灣博碩士論文加值系統

本研究採用情緒分析方法將品牌個性評論的質化內容轉為量化情緒分數，並與問卷量表分數進行有效性驗證，情緒分析模型整合AFINN情緒字典與品牌個性特徵關鍵字詞庫，問卷結合Aaker (1997)構面題項與對個案企業星巴克的品牌個性描述評論，自網路收集2016年12月151個美國有效樣本，本研究採用成對樣本t檢定驗證量表分數與情緒分數平均數是否具有收斂效度，研究結果顯示在真誠、興奮、能力與雅緻等四項構面能成功驗證並支持研究問題，進而應用情緒分析模型轉換美國三大咖啡連鎖店星巴克、Tim Hortons與Caribou Coffee Company, Inc.的Facebook留言，並以對應分析視覺化三品牌之競爭定位，該模型足以提升分析績效與效率且提供行銷分析之應用。

This study employed an innovation brand personality quantitative survey and quality sentiment analysis research for the sake of validating dimension rating and sentiment score are consistent. This sentiment analysis approach integrated AFINN sentiment lexicon and brand personality wordlist. Total of 151 valid United State respondents were collected in December 2016 via online survey. Dimension of sincerity, excitement, competence, and sophistication of Starbucks were examined with paired-t sample test to support our research question. And applied sentiment analysis approach to the Facebook reviews of United States coffee shop chains: Starbucks, Tim Hortons, and Caribou Coffee Company, Inc. illustrating perceptual map with correspondence analysis. Theoretical modeling may be an efficient online reviews sentiment analysis approach for reducing analysis effort that will increase markers’ performance.

摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 v
第一章　緒論 1
第一節　研究背景與動機 1
第二章　文獻探討 3
第一節　品牌個性 3
第二節　品牌個性應用於計量方法 5
第三節　情緒分析 6
第三章　研究方法 9
第一節　研究架構 9
第二節　系統設計 11
第三節　個案研究 15
第四節　抽樣與問卷 15
第五節　社群媒體數據蒐集 16
第六節　資料分析方法 17
第四章　研究結果 18
第一節　樣本與題項敘述性統計 18
第二節　量表的信度檢驗 19
第三節　樣本與社群媒體數據分布情形 19
第四節　成對樣本平均數差異檢驗 22
第五節　品牌知覺定位關係 23
第五章　結論與建議 24
第一節　研究結論 24
第二節　學術貢獻 24
第三節　管理意涵 25
第四節　研究限制與未來建議 25
參考文獻 26

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