線上薦證餐廳評論之分析與偵測

Analysis and Detection of Online Paid Restaurant Reviews

高文俊(Man-Chun Ko)

指導教授 ： 陳信希

國立臺灣大學/電機資訊學院/資訊工程學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201602005

摘要

近年來人們習慣於網路上分享他們的意見與經驗，而這些意見正影響著人們的決策。以消費來說，大部分的人都會在進行購買前先在網路上參考別人的評論。惡意的業者便利用虛假的評論以操控線上輿論，這樣的行為延伸到社群網路以及部落格上。本論文收集在痞客邦上的薦證評論來了解這樣的行銷活動。我們發現薦證評論以及網路寫手的一些特性。基於前面的觀察，我們針對薦證評論以及網路寫手提出一系列特徵並使用監督式的機器學習方法做偵測，結果顯示出特徵的有效性而偵測效能也大幅超越隨機的表現。最後透過一個基於馬可夫隨機場的協同偵測方法，整合對評論以及寫手的偵測實驗。這樣的方法可以利用評論以及使用者之間的關係。在表現上超越獨立偵測的結果。

關鍵字

垃圾意見評論 ； 虛假意見評論 ； 部落格 ； 業配文 ； 網路寫手 ； 薦證廣告

並列摘要

In recent years, people get used to sharing their opinions and experiences on the Internet. These opinions greatly influence our decisions. For example, most people read online reviews before they make purchases. Malicious companies or individuals make use of fake reviews to control the opinions on social media and blogs. In this thesis, we collect paid reviews on Pixnet and understand this type of promotion campaigns. Some characteristics of paid reviews and writers are found. We then propose a set of features based on our observation and detect paid reviews and writers using supervised machine learning techniques. Our results demonstrate the effectiveness of features and outperform random baseline significantly. Furthermore, a collective detection method using Markov Random Fields is proposed to detect paid reviews and writers seamlessly. The collective detection method can utilize the relations among review and user instances. The results outperform the performance of separate detections.

並列關鍵字

opinion spam ； blog ； testimonial

參考文獻

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