運用文字探勘及問卷調查探討線上評論對消費者購買意願的影響

Using Text Mining and Survey to Explore the Impact of Online Reviews on Consumers' Purchase Intentions

本研究首先運用爬蟲技術將文字評論資料抓取下來，經由文字探勘技術中情感分析法取得情感分數，接著運用情感分數資料與問卷調查資料，探究產後護理之家在Google Maps 上的評論與消費者認知評價間的關係、線上評論對於消費者購買意願之影響，以及消費者認知評價在線上評論對購買意願影響關係所扮演的中介角色。產後護理之家以桃竹地區共32 家為目標對象，每家產後護理之家大約分派10位潛在消費者進行消費者認知評價與購買意願之問卷填答，參與研究之潛在消費者共307 人。資料經由相關分析與階層迴歸分析後，研究結果顯示從網路上爬抓下來的線上評論資料與消費者認知評價之間的確存在相關性，線上評論會影響消費者購買意願，而線上評論對購買意願的影響，乃是透過消費者認知進而產生影響。線上評論資料來自網路平台上消費者廣泛的意見，而消費者認知評價乃是以問卷調查法所收集的資料，屬於研究參與者個人主觀意見。本研究以不同資料收集方法檢驗變項間之關係，提供線上評論與消費者認知之間關係的實證證據，豐富了線上評論的相關文獻。

This study used crawler technology to capture reviews from Google Maps, and used sentiment analysis to understand the emotional state implicit in the text narrative. Then, we explored the relationship between the data captured by the Google Maps online reviews and the evaluations recognized by consumers. After confirming the influence of online reviews on consumers’ purchase intentions, we explored the mediating effect of consumers’ cognitive evaluation in the relationships of online reviews on purchase intentions. There were 32 postpartum nursing care centers explored their online reviews in this study. Each postpartum nursing care center was assigned approximately 10 potential consumers to complete the questionnaire (consumers’ cognitive evaluation and purchase intentions), and a total of 307 potential consumers participated in the study. Correlation and Hierarchical regression analysis were used to identify the relationships between online reviews, the evaluations recognized by consumers, and purchase intentions. The results showed that online reviews has positively influence on purchase intentions. Consumers’ cognitive evaluation plays a mediator in the relationship between online reviews and purchase intentions. Online reviews are based on the extensive opinions of consumers. Consumer perception evaluation data collected by the questionnaire, which is the subjective opinion of the participants. This study used different data collection methods to examine the relationship between variables, provides empirical evidence between online reviews and consumers' subjective perceptions, and enriches the literature on online reviews.