頁籤選單縮合
題 名 | Acquiring Consumer Perspectives in Chinese eWOM=中文網路口碑之消費者觀點擷取 |
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作 者 | 陳育仁; 朱慧娟; 陳裕民; | 書刊名 | 資訊管理學報 |
卷 期 | 23:2 2016.04[民105.04] |
頁 次 | 頁187-216 |
分類號 | 312.1 |
關鍵詞 | 顧客關係管理; 消費者觀點; 網路口碑; 資料探勘; Customer relationship management; CRM; Consumer perspective; Electronic word-of-mouth; eWOM; Data mining; |
語 文 | 英文(English) |
中文摘要 | 消費者觀點係為企業產品創新、服務改善的重要依據;過去企業主要透過銷售人員與消費者之間的互動、專家訪談以及問卷調查等方式來暸解消費者觀感,然而隨著網路技術的蓬勃發展,越來越多消費者會在網路上發表企業評論,這也意味著企業有著另一種不同的管道可以更客觀地暸解消費者觀點。但是,大量且過載的網路資訊難以有效地被整理、歸納與分析,導致企業往往無法迅速且清楚地瞭解消費者觀點或需求,進而作出正確的決策。本研究目的在於針對中文網路口碑發展一消費者觀點獲取方法,以協助企業 能自動歸納與獲取消費者網路評論,快速瞭解網路評價內容中潛藏的消費者觀點,進而作為企業內部改善以及服務創新之依據,藉此提昇企業整體競爭優勢。針對上述目的,本研究主要研究項目包括:(1)消費者觀點架構設計、(2)消費者觀點獲取流程設計、(3)消費者觀點獲取方法發展以及(4)消費者觀點獲取機制實作。 |
英文摘要 | Purpose-This study develops a method for acquiring consumer perspectives in Chinese electronic word-of-mouth (eWOM) to assist enterprises to automatically generalize and acquire consumer comments from the Internet and to rapidly realize the hidden consumer perspectives. Design/methodology/approach - The methodology can be developed by performing the following tasks: (1) designing a consumer perspective framework, (2) designing a process for acquiring consumer perspectives, (3) developing techniques related to consumer perspective acquisition, and (4) implementing a mechanism for acquiring consumer perspectives. Finally, a system evaluation with the Delphi method for firm satisfaction is conducted to demonstrate that the developed method and system worked efficiently. Findings-After measuring firm satisfaction with the Delphi method, the findings indicated that over eighty percent of companies satisfied with the results from acquiring consumer perspectives in Chinese eWOM. Research limitations/implications-Future research can extend the development of eWOM polarity analysis to effectively help an enterprise rapidly and accurately realize the current situation of eWOM to improve customer relationships. Practical implications-It is expected that the consumer perspectives offer enterprises an important reference of improving the internal environment and service innovation, and thus increase their global competitiveness. Originality/value-This study firstly designs an acquisition process to help an enterprise automatically acquire consumer comments from the Internet and rapidly reveal hidden consumer perspectives in Chinese eWOM contents. Based on the designed consumer perspective acquisition process, the techniques for acquisition are developed to facilitate the implementation of the consumer perspective acquisition system. Finally, the system is implemented to instantaneously acquire the Chinese eWOM articles of consumers and effectively extract hidden consumer perspectives to assist enterprises in internal improvement and service innovation. |
本系統中英文摘要資訊取自各篇刊載內容。