應用文字探勘技術於夜市目的地意象之研究─以士林夜市、逢甲夜市、六合夜市為例

Study of the Apply Text Mining Techniques for Night Market Destination Image - The Case of Shilin Night Market and Fengchia Night Market and Lioho Night Market

朱郁媛(Yu-Yuan Chu)

指導教授 ： 陳彥匡

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2017年)

摘要

研究目的：本研究蒐集士林夜市、逢甲夜市和六合夜市PTT 和 Facebook 的網路口碑資料，以文字探勘的技術探討夜市消費者的目的地意象及瞭解夜市管理者所傳達的資訊內容，並比較夜市消費者和夜市管理者的認知差異。
研究方法：本研究運用數位人文服務 Taiwan DH 系統找出最常出現的共詞及建立共詞矩陣，並使用 UCINET6 繪圖軟體畫出共詞關聯圖及找出各別夜市在消費者心中的目地的意象和管理者欲傳遞給消費者的資訊內容。
研究結果：研究結果顯示，針對三大夜市比較夜市消費者的和夜市管理者的認知差異如下：
（一） 在士林夜市、逢甲夜市和六合夜市消費者提及著名的美食資訊不盡相同，各自有各自的特色。
（二） 在不同的夜市消費者會感受到不同的產品意象，例如：在士林夜市會帶給消費者氣氛很熱鬧的意象；在逢甲夜市消費者會覺得商品價格平價，以及流行女裝的產品很多樣化；在六合夜市消費者能夠享有很多商品折扣和優惠活動的資訊如：美食券的消費折抵。
（三） 針對不同資料來源分析三大夜市之結果顯示，PTT 的消費者所提及的美食資訊為比較熱門且需要排隊的美食；而 Facebook 的管理者傾向於發布最新的商品資訊，以幫助新加入的攤商做行銷宣傳去吸引更多顧客來店消費。
研究貢獻：本研究結果可提供夜市管理者未來擬定行銷策略之參考依據。

關鍵字

夜市 ； 目的地意象 ； 網路口碑 ； 文字探勘

並列摘要

Objectives: In this study, electronic word-of-mouth data of the Shilin Night Market, Fengjia Night Market, and Liuhe Night Market found on the PTT bulletin board system and Facebook were collected. The text mining method was adopted to explore consumers’ destination images of night markets, understand the information that night market managers were trying to convey, and the cognitive differences between night market consumers and managers.
Methods: A digital humanities (DH) service system called Taiwan DH was used to search the most common co-words and establish a co-word matrix. Next, a set of graphics software called UCINET6 was employed to draw a co-word association graph and identify consumers’ destination images of the three night markets and information that night market managers were trying to convey.
Results: The cognitive differences between night market consumers and managers for the three night markets were as follows:
(1) Popular gourmet food mentioned by consumers varied between the Shilin, Fengjia, and Liuhe Night Markets, in which the three markets all featured their own unique gourmet food;
(2) Consumers’ product image differed between the night markets. For example, consumers perceived the Shilin Night Market as having a lively atmosphere, the Fengjia Night Market as having affordable products and diversified, popular women’s apparel, and Liuhe Night Market as offering many product discounts and promotions such as gourmet food coupons; and
(3) Analysis of the difference source data showed that gourmet food information mentioned by consumers on PTT were those that were relatively more popular and entailed long line-ups. By contrast, product information introduced by night market managers on Facebook generally involved the latest product information to help new stores market themselves to attract more customers to the stores.
Contributions: The study results may serve as a reference to night market managers when formulating marketing strategies in the future.

並列關鍵字

Night Market ； Destination Image ； Electronic Word-of-Mouth (e-WOM) ； Text Mining

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