消費者網路購物評價之初探性分析

A Preliminary Analysis of Consumers' Online Shopping Evaluation

隨著時代的變遷，行銷的手法跟著科技的進步而快速變化。由於電子商務崛起加上社群媒體盛行，資訊傳播非常快速，消費者生成的龐大非結構化性質資料具很高的研究價值，尤其是消費者於購物後的非結構性評價。因此本研究以google.com進行文本挖掘和語義網絡，再以內容分析法解構大量有關精品消費的評論。分析結果發現，本研究依收集到的語幹，評價分析可歸納出五大取向，即美感取向、價值取向、品質取向、溝通取向與時間取向。而各類消費者的評價明顯各有不同，而且相差甚大。

With the changes of the times, marketing methods are changing rapidly with the advancement of technology. Due to the rise of e-commerce and the prevalence of social media, information dissemination is very fast, and the huge amount of unstructured data generated by consumers have high research value, especially the unstructured evaluation of consumers after shopping. Therefore, this study uses google.com for text mining and semantic networking and then uses content analysis to reconstruct a large number of reviews about boutique consumption. The results of the analysis found that according to the stems collected in this study, the evaluation analysis can summarize five major orientations, namely aesthetic orientation, value orientation, quality orientation, communication orientation, and time orientation. The evaluations of various types of consumers are obviously different, and the differences are quite large.