English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 49645/84944 (58%)
造訪人次 : 7701250      線上人數 : 56
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110781

    題名: 臉書品牌社群成員反品牌言論之探究
    其他題名: An exploratory study of why brand community members had anti-brand critiques to the brand in Facebook social network
    作者: 張漢杰;Chang, Han-Jie
    貢獻者: 淡江大學國際企業學系碩士班
    黃哲盛;Huang, Je-Sheng
    關鍵詞: 文字探勘;反品牌評論;品牌社群;Brand Community;Anti-Brand Critiques;Text Minning;NodeXL
    日期: 2016
    上傳時間: 2017-08-24 23:35:48 (UTC+8)
    摘要: 自2004年臉書Facebook推出後,便風靡全球,Web2.0的使用者自定義內容與社群媒體的興盛發展,讓各個品牌也開始進駐在虛擬的世界中打響名號,消費者湧入自己喜愛的品牌社群參與討論、分享活動來支持品牌。但是當品牌企業辜負了消費者的期望,諸如產品效能不彰或承諾未能兌現,憤怒的消費者也會在品牌社群中留言抱怨表達不滿,究竟消費者因何故產生反品牌的言論?又什麼樣的內容算得上是反品牌呢?本研究以文字探勘的方式蒐集2015年三家品牌社群的留言內容,並採內容分析法的方式過濾具有代表性的討論,試圖找出品牌社群中反品牌的脈絡。
    The Facebook has been popular all over the world since 2004, by concepts of Web2.0, users can generate their contents and share opinions easily. In order to promote products, the brand company found a brand community in social media. Though there are many consumers gathering around the community to discuss the products or services, it also brings consumers who become unsatisfied with the brand. People who show anger and disappointment in the community believe that the brand company had failed their hope, because the products or services might not be as good as the company had promised. And these consumer will create a lot of negative comments about the brands. What is the reason that consumer shows resent and leaving negative reviews. What is the definition of negative comments, both need to be clarified. In this paper, first of all, we use the text mining software NodeXL to collect the comments of the wall of Facebook in 2015 from 3 brand communities. Secondly we adopt content analysis to focus on some negative comments. Finally, we combine the data to discuss the reason and definition of anti-brand comments.
    Conclusions of this paper are summarized as following:

    1. According to the data collected, the reasons why consumers leave negative comments are product failures, injustice or lack of fairness and time losses. Such incidents deteriorate the relationships between consumers and brands, which will lead the consumers to create anti-brand comments.
    2. According to the data collected, the definition of anti-brand comments mostly depends on the negative emotional words, on the other hand, the neutral nouns and adjective is associated with the category of brands, it can be inferred as significant word or vocabulary for text mining anti-brand comment, too.
    顯示於類別:[國際企業學系暨研究所] 學位論文


    檔案 描述 大小格式瀏覽次數



    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋