臺灣旅遊商品在大陸社群討論之知識結構建構──以正規化概念分析為基礎

Constructing Knowledge Structures of Taiwan Tour Related Products from Chinese Virtual Community Using Formal Concept Analysis

兩岸觀光交流頻繁，許多的大陸消費者經過虛擬社群了解臺灣相關的旅遊商品進而消費，若能從虛擬社群中了解大陸消費者重視的商品內容，將有助於協助臺灣廠商改善其行銷策略。本研究探討大陸虛擬社群中的熱門文章所形成的知識結構，並探討其知識概念相互關係。研究是以大陸熱門的小紅書社群文章為抽樣對象，將最常被探討的旅遊商品前三名：臺灣面膜、臺灣伴手禮、臺灣民宿，共取得綜合排名最熱烈討論的750 篇文章，再以正規化概念分析彙整出三個知識結構圖，分析消費者在各個產業中最關注知識概念與相互的關係。由於大陸民宿正處蓬勃發展階段，文中更進一步將大陸民宿與臺灣民宿進行知識結構比較，並研究兩岸在民宿經營的資訊揭露差異，以作為兩岸經營者的參考。

Exchange visits are huge numbers between cross-strait. Many consumers in mainland China obtain and share travel information about Taiwan through virtual communities. Thus, proper organizing discussion concepts from virtual communities may be helpful in making market strategies for Taiwanese companies. This study explores knowledge structures of discussion issues from a famous Chinese virtual community. Totally 750 intensive discussion issues are collected on three most popular Taiwan products, Taiwan Mask, Taiwan Souvenir and Taiwan B&B. Then three knowledge structures of the three products are constructed and analyzed using formal concept analysis. Furthermore, this study conducts comparisons on knowledge structures and discussion content between Taiwan and mainland China. Results can be used as references for managers of both sides on making strategies.