臺灣博碩士論文加值系統

現今旅館業市場競爭激烈，因為消費者購買商品意圖隨環境快速變動，其喜好越難以捉摸；故業者致力於提高其服務品質以滿足他們之需求。隨著網際網路之普及和社群平台興起，消費者獲取商品資料之管道日漸多元，資料量也隨之增加。且企業「以客為本」理念之提倡，消費者對於旅館業各個面向服務要求日漸嚴格，有無提供無線網路之服務、線上支付之選項多寡、娛樂性設施、足夠話題性之裝潢外觀都是現今消費者衡量其服務品質考量之重點。
然而，使用傳統問卷量表來測量服務品質屬於被動式調查也不夠及時，而平台上之評論是消費者自發性地去撰寫評論。因此，若能分析消費者之文字評論，藉以更深入了解其內心深層對旅館各種面向如設施、服務人員、食物、地理位置之真實意見。
本研究目的是要驗證傳統問卷與情緒文字分析方法效果是否一致，故蒐集受測者之評論，使用情緒分析系統，以Lodging Quality Index(LQI)量表問卷為依據，並透過AFINN情緒字典及Thesaurus辭典查找同義詞建立特徵關鍵字詞庫計算出情緒分數，並利用成對樣本t檢定檢驗與傳統量表所計算出來之分數是否有相同之衡量效果，此外，還使用R語言分析消費者評論產生之文字雲。研究結果顯示，文字情緒分析方法在測量旅館業服務品質之有形性、可靠性、保證性、關懷性此四構面中與傳統量表問卷間無顯著差異，代表透過文字情緒分析法，所得出之服務品質的結果與傳統量表沒有顯著的差異。文字雲分析結果顯示，不同星等之飯店的消費者所在乎的面相不同，且負面評論屬「有形性」構面最多。

Nowadays, the hospitality industry is facing fierce competition in the market, because consumers' intention to buy products changes rapidly with the environment, and their preferences become more elusive. So the hotel’s owner is committed to improve its service quality to meet their demand. With the popularity of the Internet and the rise of social platforms, consumers have more and more access to the information of products and the volume of platform’s data increases. In addition, the enterprise's "customer-oriented" concept advocates that consumers have increasingly strict requirements on the service orientation of the hotel industry. The availability of wireless Internet, the diversity of online payment options, entertainment facilities and even the appearance of hotel interior’s decorations are all important factors for consumers to consider when evaluating their service quality. However, it is not timely enough to use the traditional questionnaire scale to measure the service quality, which is a passive survey, while the comments on the platform are left by consumers spontaneously. In order to have a deeper understanding of their real opinions on various aspects of the hotel, such as the facilities, employee, food and location, we can analyze the online comments of consumers through the sentiment analysis approach.
The purpose of this study is to verify that the traditional method of questionnaire and sentiment analysis results are consistent. Therefore, we collect the comments of the research’s participants, using the sentiment analysis system which is based on the Lodging Quality Index(LQI) scale questionnaire, searching synonyms of AFINN emotion dictionary and Thesaurus to establish a keyword database of characteristics to calculate the emotional score, and verify whether it has the same measuring effect as the score of traditional scale. In addition, this study use R language to analyze the word cloud generated by consumer comments. The results show that there is no significant difference between the sentiment analysis method and the traditional scale in the four dimensions of measuring the Tangibility, Reliability, Assurance and Empathy of the hotel service quality, which means these two methods have the same results. The results of word cloud show that consumers of different hotels care about different aspects, and there have the most negative comments in "tangible" aspect.

摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 服務品質 3
第三節 內容分析 5
第四節 文字探勘 6
第五節 情緒分析 7
第三章 研究方法 9
第一節 研究架構 9
第二節 系統設計流程 10
第三節 個案研究及介紹 14
第四節 問卷設計及抽樣 15
第五節 資料分析方法 16
第四章 研究結果 17
第一節 樣本敘述性統計 17
第二節 問卷資料統計分析 18
第三節 成對樣本t檢定 19
第四節 評論內容分析 23
第五節 文字雲分析 29
第五章 研究結論及建議 37
第一節 結論 37
第二節 管理意涵 39
第三節 研究建議及限制 40
參考書目 41
附錄 47

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