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研究生(外文):Huai-Wen Zhang
論文名稱(外文):The Impact of Internet Voice Volume on Yuan Ze University Marketing
口試委員(外文):Yuan-Jye TsengChoa-Ching Chou
外文關鍵詞:New MediaMicro FilmMechine LearningJiebaVividness EffectSix Degree of Separation
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摘要 I
致謝 II
圖目錄 VI
表目錄 X
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
第二章 文獻探討 5
2.1 六度分離理論(Six Degree of Separation) 5
2.2 Facebook商業行為 5
2.3 廣告的生動性(Vividness Effect) 6
2.4 微電影廣告的特徵 7
2.5 自然語言處理(Natural Language Processing) 8
2.6 機器學習(Machine Learning) 9
2.7 文字探勘(Text Mining) 10
第三章 研究方法 12
3.1 研究流程 12
3.2 資料蒐集 13
3.3 建立計算模型 17
3.4 假設檢定 18
3.5 文字探勘 20
3.6 自然語言處理 24
3.6.1 Jieba分詞 24
3.6.2 TF-IDF 26
3.7 機器學習 28
3.7.1 支持向量機(Support Vector Machine) 28
3.7.2 隨機森林(Random Forest) 31
3.8 微電影賽程設計 32
第四章 資料分析 34
4.1 網路論壇討論度分析 35
4.1.1 抓取數據 35
4.1.2 Jieba分詞 37
4.1.3 TF-IDF 38
4.1.4 支持向量機(SVM)及隨機森林(Random Forest) 38
4.1.5 論壇討論度分析結論 42
4.2 Facebook相關功能 46
4.3 洞察報告數據分析 57
4.3.1 數據集介紹 57
4.3.2 正常化數據(Normalization) 57
4.3.3 常態檢定 60
4.3.4 成對T檢定(Pair T-test) 62
4.3.5 無母數單因子分析(Nonparametric Statistics) 63
4.3.6 洞察報告分析結論 65
4.4 小結 65
4.5 微電影比賽後的討論 66
4.5.1 網路聲量面相比較 68
4.5.2 微電影賽後的影響 70
4.5.3 微電影賽後分析結論 75
第五章 結論 77
參考文獻 79
附錄 86
常態檢定 86
T檢定 87
無母數分析 88
線性迴歸 89
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