共享經濟(Sharing Economy)為新的商業模式，以租代買的方式顛覆過去的思維，能讓閒置資源有效運用，然而，從另一個角度來看，安全與隱私是最為人詬病的問題，共享經濟雖然帶來不少好處，但依舊有其風險要克服，導致以共享經濟為模式的業者皆透過線上評論來建立信任，但多數人只閱讀較少評論就做決策，其參考資料較少且不夠完善，可能會導致風險產生，為了讓消費者能減少風險發生的可能性，本研究以共享經濟之住宿平台為例，檢視該網站住宿房型中評論之正負面情感詞，以情感分析為基礎，嘗試找出評論中正負情感比率，接著對應風險等級，讓消費者能以風險等級為參考因子，此外，透過問卷驗證進一步暸解情感與風險對消費者決策有多少程度的影響，以及情感與風險之連結程度。研究結果發現，平台之熱門排序與情感比率之排序有差異，情感比率與星等亦不相符，雖然來自相同經驗，但卻產生矛盾的情況，除此之外，不同世代的消費者在顯示圖片、房間資訊以及情感比率後的排序不相同，表示三個世代皆在不同因素下對決策會造成影響，其原因為Z世代與Y世代依序重視評論、性價比與清潔度，X世代則重視清潔度、評論與總星等，綜合上述可認為三個世代皆重視評論對決策的影響。另外，消費者對風險的態度方面，高風險趨避者更容易受負面評論的影響，而做出不同的決策，可知評論之情感連結風險概念後對決策有相當程度的影響。因此，本研究提出以情感比率對應風險之概念，期望能透過風險概念強化消費者信任，並提供更適合資訊協助消費者決策流程。

Sharing economy is the new business model of e-commerce that stimulates new thinking in different ways. Sharing economy allows the share of unused resources to become more productive. In addition, security and privacy are the most criticized problems in sharing economy. Although sharing economy has certain benefits, it still has risks that need to be overcome. The owners on sharing economy need to build trust through online reviews. However, it may take risks when most people make decisions by reading less reviews. In order to reduce the risks, this paper uses the accommodation platform in sharing economy as an example. We consider the emotions of comments in online reviews and discover the positive-negative sentiment ratio based on sentiment analysis. The sentiment ratio will match to the level of risk and customers reefer to it for suitable decision making. Finally, this research designs a questionnaire to verify and understand the degree of influence of sentiment on decision-making process. The results show that the selected rankings were different between the based of sentiment-ratio or the stars of accommodations. In addition, customers of different generations may have different decisions when showing pictures, room information, and the sentiment-ratio of online reviews. It means decision-making will be affected by different factors. Generation Z and generation Y may pay more attention to reviews, cost, and cleanliness. Generation X may pay attention to cleanliness, reviews, and total stars. In conclusion, three generations all show the importance of online reviews on decision-making. On the other hand, the high risk people are more likely to be affected by the negative reviews; that is. they may make different decisions. This study proposes the concept of sentiment-ratio of online reviews and match to the level of risk, which is expected to strengthen customers’ trust and provide more information to assist in decision making processes.

目錄
目錄 I
表目錄 II
圖目錄 III
第一章 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 7
第四節 研究目的 9
第二章 文獻探討 12
第一節 共享經濟（SHARING ECONOMY） 12
第二節 線上評論之情感（SENTIMENT ANALYSIS IN ONLINE REVIEWS） 16
第三節 線上風險（ONLINE RISK） 19
第三章 研究方法 24
第一節 情感分析 24
第二節 風險因子 27
第四章 資料分析 32
第一節 平台資料收集 32
第二節 受測者資料收集 38
第三節 評論之情感分析 43
第四節 調查結果分析 51
第五節 綜合討論與交叉分析 64
第五章 結論 73
第一節 研究結論 73
第二節 學術與管理意涵 75
第三節 研究限制 77
參考文獻 78
附錄 87


表目錄
表2-1 共享經濟之定義 13
表2-2線上評論之相關議題 18
表2-3 六種感知風險之分類 20
表2-4 風險相關文獻 22
表3-1 正負詞與權重變數對照表 25
表3-2變數對照表 26
表3-3情感等級分類對照表 27
表3-4 情感等級與風險程度表 30
表4-1 AIRBNB房源與項目表 33
表4-2 HOMEAWAY房源與項目表 35
表4-3 樣本之職業分布表（人次） 42
表4-4 AIRBNB之情感分析個數 44
表4-5 AIRBNB之情感等級與風險程度表 46
表4-6 HOMEAWAY之情感分析個數 47
表4-7 HOMEAWAY之情感等級與風險程度表 50
表4-8 AIRBNB平台之Z世代排序比較表 52
表4-9 HOMEAWAY平台之Z世代排序比較表 52
表4-10 AIRBNB平台之Y世代排序比較表 55
表4-11 HOMEAWAY平台之Y世代排序比較表 55
表4-12 AIRBNB平台之Ｘ世代排序比較表 59
表4-13 HOMEAWAY平台之Ｘ世代排序比較表 59
表4-14 各個世代之差異比較 65
表4-15 使用者偏好交叉分析表 70
表4-16 價格與情感比率排序表 70

 
圖目錄
圖1-1全球行動簽約用戶數（億） 1
圖1-2 不同共享經濟類型之公司數量 2
圖1-3 消費者購物前閱讀評論之百分比 4
圖1-4 影響英國線上用戶時尚購買決策來源 5
圖1-5 美國人閱讀線上評論的原因 10
圖2-1全球共享經濟發展範疇與著名共享企業 14
圖3-1線上評論如何影響消費者對商家的看法 29
圖3-2 評論之情感詞分佈 31
圖4-1 樣本之性別分布圖 41
圖4-2 樣本之國籍分布圖 41
圖4-3 樣本之教育程度分布圖 42
圖4-4樣本之月所得分布圖 43
圖4-5 Z世代之月所得比例 53
圖4-6影響Z世代選擇之項目 54
圖4-7 Z世代之風險容忍程度 54
圖4-8 Y世代之職業比例 57
圖4-9 Y世代之月所得比例 57
圖4-10影響Y世代選擇之項目 58
圖4-11 Y世代之風險容忍程度 58
圖4-12 X世代之職業比例 61
圖4-13 X世代之月所得比例 61
圖4-14影響X世代選擇之項目 62
圖4-15 X世代之風險容忍程度 62
圖4-16 各項目對決策之影響程度 64
圖4-17 影響最終選擇之項目 67
圖4-18 情感對決策的影響 68
圖4-19 風險容忍程度 69
圖4-20 共享經濟之風險程度 69

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