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題名 以網路輿情探討汽車銷售的動態競爭關係
Competitive Dynamic In Vehicle Market - An Exploratory Analysis by Public Opinion Mining作者 黃筠婷
Huang, Yun-Ting貢獻者 許牧彥
Hsu, Mu-Yen
黃筠婷
Huang, Yun-Ting關鍵詞 網路輿情
汽車產業
情緒值分析
競爭者分析
Internet public opinion
automotive industry
sentiment analysis
competitor analysis日期 2019 上傳時間 5-Sep-2019 17:30:02 (UTC+8) 摘要 現今社會已經為一個數位網路時代，任何人與任何產業都一定與網路有所關聯。這樣的時代也改變了許多傳統的模式，網路可以訂購任何商品而消費者不用前往市場，網路上也可以搜尋到任何有關商品的評價，取代了傳統只能靠口耳相傳的口碑傳遞方式。故本研究將嘗試利用網路的觀測資料來分析產業競爭的動態。本研究針對汽車產業探討網路輿情，因為汽車是高涉入商品，故消費者有足夠的動機會上網參考有關商品的資料。針對網路上對汽車車款的討論本研究將做更詳細的分析，將一則留言內容再拆解為不同區塊，針對不同維度的評價繪製成圖，而圖的呈現方式可以立即觀測出網友的評價優劣，也能同時從圖上觀測出消費者對商品評價的一致性。而透過討論總量的計算，與次級資料的汽車銷售資訊比對，本研究能探討網路聲量與銷售量的關係。本研究發現網路聲量多寡與銷售量是有關聯的，而且網友意見一致性也是很重要的影響因素。透過維度的分析，本研究也發現，可以運用網路輿情從需求面來判斷特定車款競爭者──藉由比對維度輿情評價，依此確認消費者心中可能的車款替代品，進而發掘真正的競爭對手。這種從消費者的角度來分析與確認競爭者的方法對於動態競爭的學術研究與實務應用都有進一步發展的價值。
Today, anyone and any industry can be connected to the Internet. It has changed many traditional model. On the internet, consumers can buy anything instead of go to market. And they can search for any product reviews on the web replacing the traditional word-of-mouth communication that can only passed by word of mouth. Therefore, this study will try to use the content of consumer discussion on the network as the data source of industrial competition.This study analysis is aimed to analyze the public opinion on internet for the automotive industry. Because the consumers of car industry would care about the sentiment on the internet, consumers have enough motivation to go online to refer to the sentiment about the goods. This study will analyze the discussion content on the internet , split content into different dimension, distribute the result on the designed diagram, and present the sentiment of consumers on a whole picture.This study found that the buzz on the internet and sales is related (the opinions of consumers have important influence) by comparing the amount of buzz on the internet with the data of car sales information. The study also show the methodology of identifying the nearest competitors of focal brand by the demand side, which have important implications for the academic research and industrial practice of competitive dynamics.參考文獻 中文部分邱志聖, & 行銷學. (2008). 行銷研究: 實務與理論應用: 智勝文化.陳欽雨, 張書豪, & 蕭雅玲. (2014). 網路團購加值服務對顧客滿意度及網路口碑之影響-以消費者知覺公平為調節變項. Electronic Commerce Studies, 12(2), 169-200.鄒紹騰，游福裕. (2007). 汽車行銷與服務: 勁園文化事業股份有限公司.英文部分Arndt, J. (1967a). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.Arndt, J. (1967b). Word of mouth advertising: A review of the literature: Advertising Research Foundation.Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.Belvaux, B., & Marteaux, S. (2007). Web user opinions as an information source. What impact on cinema attendances? Recherche et Applications en Marketing (English Edition), 22(3), 65-81.Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.DeSarbo, W. S., Grewal, R., & Wind, J. (2006). Who competes with whom? A demand‐based perspective for identifying and representing asymmetric competition. Strategic Management Journal, 27(2), 101-129.Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the academy of marketing science, 26(2), 83-100.Gimeno, J., & Woo, C. J. O. S. (1996). Do similar firms really compete less? Strategic distance and multimarket contact as predictors of rivalry among heterogeneous firms. 72, 323-341.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of marketing Research, 18(2), 233-239.Korn, H. J., & Baum, J. A. J. S. F. (1994). Community Ecology and Employment: Dynamics: A Study of Large Canadian Organizations, 1985–1992. 73(1), 1-31.Wang, K., & Lin, C.-L. (2012). The adoption of mobile value-added services: Investigating the influence of IS quality and perceived playfulness. Managing Service Quality: An International Journal, 22(2), 184-208. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
106364122資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106364122 資料類型 thesis dc.contributor.advisor 許牧彥 zh_TW dc.contributor.advisor Hsu, Mu-Yen en_US dc.contributor.author (Authors) 黃筠婷 zh_TW dc.contributor.author (Authors) Huang, Yun-Ting en_US dc.creator (作者) 黃筠婷 zh_TW dc.creator (作者) Huang, Yun-Ting en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 17:30:02 (UTC+8) - dc.date.available 5-Sep-2019 17:30:02 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 17:30:02 (UTC+8) - dc.identifier (Other Identifiers) G0106364122 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125921 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 106364122 zh_TW dc.description.abstract (摘要) 現今社會已經為一個數位網路時代，任何人與任何產業都一定與網路有所關聯。這樣的時代也改變了許多傳統的模式，網路可以訂購任何商品而消費者不用前往市場，網路上也可以搜尋到任何有關商品的評價，取代了傳統只能靠口耳相傳的口碑傳遞方式。故本研究將嘗試利用網路的觀測資料來分析產業競爭的動態。本研究針對汽車產業探討網路輿情，因為汽車是高涉入商品，故消費者有足夠的動機會上網參考有關商品的資料。針對網路上對汽車車款的討論本研究將做更詳細的分析，將一則留言內容再拆解為不同區塊，針對不同維度的評價繪製成圖，而圖的呈現方式可以立即觀測出網友的評價優劣，也能同時從圖上觀測出消費者對商品評價的一致性。而透過討論總量的計算，與次級資料的汽車銷售資訊比對，本研究能探討網路聲量與銷售量的關係。本研究發現網路聲量多寡與銷售量是有關聯的，而且網友意見一致性也是很重要的影響因素。透過維度的分析，本研究也發現，可以運用網路輿情從需求面來判斷特定車款競爭者──藉由比對維度輿情評價，依此確認消費者心中可能的車款替代品，進而發掘真正的競爭對手。這種從消費者的角度來分析與確認競爭者的方法對於動態競爭的學術研究與實務應用都有進一步發展的價值。 zh_TW dc.description.abstract (摘要) Today, anyone and any industry can be connected to the Internet. It has changed many traditional model. On the internet, consumers can buy anything instead of go to market. And they can search for any product reviews on the web replacing the traditional word-of-mouth communication that can only passed by word of mouth. Therefore, this study will try to use the content of consumer discussion on the network as the data source of industrial competition.This study analysis is aimed to analyze the public opinion on internet for the automotive industry. Because the consumers of car industry would care about the sentiment on the internet, consumers have enough motivation to go online to refer to the sentiment about the goods. This study will analyze the discussion content on the internet , split content into different dimension, distribute the result on the designed diagram, and present the sentiment of consumers on a whole picture.This study found that the buzz on the internet and sales is related (the opinions of consumers have important influence) by comparing the amount of buzz on the internet with the data of car sales information. The study also show the methodology of identifying the nearest competitors of focal brand by the demand side, which have important implications for the academic research and industrial practice of competitive dynamics. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 2第三節 論文研究定位及程序 3第貳章 文獻探討 5第一節 網路口碑 5第二節 行銷研究 8第三節 動態競爭 11第四節 汽車行銷 13第五節 文獻小結 15第三章 研究方法 16第一節 研究設計與工具 16第二節 資料的蒐集與處理 18第三節 分析程序以及流程 20第四章 研究資料與分析 22第一節 資料描述 22第二節 資料建立與呈現 24第五章 研究發現與討論 46第一節 聲量與銷售量的關聯 46第二節 競爭者市場評價分析 49第三節 其他發現整理 51第六章 結論與建議 53第一節 結論 53第二節 研究貢獻 55第三節 研究限制 56第四節 未來研究建議 57參考文獻 58中文部分 58英文部分 58 zh_TW dc.format.extent 5472573 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106364122 en_US dc.subject (關鍵詞) 網路輿情 zh_TW dc.subject (關鍵詞) 汽車產業 zh_TW dc.subject (關鍵詞) 情緒值分析 zh_TW dc.subject (關鍵詞) 競爭者分析 zh_TW dc.subject (關鍵詞) Internet public opinion en_US dc.subject (關鍵詞) automotive industry en_US dc.subject (關鍵詞) sentiment analysis en_US dc.subject (關鍵詞) competitor analysis en_US dc.title (題名) 以網路輿情探討汽車銷售的動態競爭關係 zh_TW dc.title (題名) Competitive Dynamic In Vehicle Market - An Exploratory Analysis by Public Opinion Mining en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分邱志聖, & 行銷學. (2008). 行銷研究: 實務與理論應用: 智勝文化.陳欽雨, 張書豪, & 蕭雅玲. (2014). 網路團購加值服務對顧客滿意度及網路口碑之影響-以消費者知覺公平為調節變項. Electronic Commerce Studies, 12(2), 169-200.鄒紹騰，游福裕. (2007). 汽車行銷與服務: 勁園文化事業股份有限公司.英文部分Arndt, J. (1967a). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.Arndt, J. (1967b). Word of mouth advertising: A review of the literature: Advertising Research Foundation.Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.Belvaux, B., & Marteaux, S. (2007). Web user opinions as an information source. What impact on cinema attendances? Recherche et Applications en Marketing (English Edition), 22(3), 65-81.Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.DeSarbo, W. S., Grewal, R., & Wind, J. (2006). Who competes with whom? A demand‐based perspective for identifying and representing asymmetric competition. Strategic Management Journal, 27(2), 101-129.Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the academy of marketing science, 26(2), 83-100.Gimeno, J., & Woo, C. J. O. S. (1996). Do similar firms really compete less? Strategic distance and multimarket contact as predictors of rivalry among heterogeneous firms. 72, 323-341.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of marketing Research, 18(2), 233-239.Korn, H. J., & Baum, J. A. J. S. F. (1994). Community Ecology and Employment: Dynamics: A Study of Large Canadian Organizations, 1985–1992. 73(1), 1-31.Wang, K., & Lin, C.-L. (2012). The adoption of mobile value-added services: Investigating the influence of IS quality and perceived playfulness. Managing Service Quality: An International Journal, 22(2), 184-208. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201901057 en_US
