臺灣旅遊商品在大陸社群討論之知識結構建構－以正規化概念分析為基礎

Constructing Knowledge Structures of Taiwan Tour Related Products from Chinese Virtual Community Using Formal Concept Analysis

10.6267/JTLS.202012_26(3).0001

鄭童(Tong Zheng)；李來錫(Lai-Hsi Lee)

虛擬社群 ； 知識結構 ； 正規化概念分析 ； virtual community ； knowledge structure ； formal concept analysis

觀光休閒學報

26卷3期（2020 / 12 / 01）

231 - 257

繁體中文

兩岸觀光交流頻繁，許多的大陸消費者經過虛擬社群了解臺灣相關的旅遊商品進而消費，若能從虛擬社群中了解大陸消費者重視的商品內容，將有助於協助臺灣廠商改善其行銷策略。本研究探討大陸虛擬社群中的熱門文章所形成的知識結構，並探討其知識概念相互關係。研究是以大陸熱門的小紅書社群文章為抽樣對象，將最常被探討的旅遊商品前三名：臺灣面膜、臺灣伴手禮、臺灣民宿，共取得綜合排名最熱烈討論的750篇文章，再以正規化概念分析彙整出三個知識結構圖，分析消費者在各個產業中最關注知識概念與相互的關係。由於大陸民宿正處蓬勃發展階段，文中更進一步將大陸民宿與臺灣民宿進行知識結構比較，並研究兩岸在民宿經營的資訊揭露差異，以作為兩岸經營者的參考。

Exchange visits are huge numbers between cross-strait. Many consumers in mainland China obtain and share travel information about Taiwan through virtual communities. Thus, proper organizing discussion concepts from virtual communities may be helpful in making market strategies for Taiwanese companies. This study explores knowledge structures of discussion issues from a famous Chinese virtual community. Totally 750 intensive discussion issues are collected on three most popular Taiwan products, Taiwan Mask, Taiwan Souvenir and Taiwan B&B. Then three knowledge structures of the three products are constructed and analyzed using formal concept analysis. Furthermore, this study conducts comparisons on knowledge structures and discussion content between Taiwan and mainland China. Results can be used as references for managers of both sides on making strategies.

1. 陳筱華, S. H.,李佩貞, P. J.(2011)。探討社群意識在虛擬環境下對凝聚力與忠誠度的影響。行銷評論，8(4)，519-537。
   連結：
2. 黃智彥, C. Y.,李清松, C. S.,洪毓穗, Y. S.(2011)。生活型態與產品屬性影響國產葡萄酒消費者購買行為之研究。行銷評論，8(2)，199-224。
   連結：
3. Acharjya, D. P.,Das, T. K.(2017).A framework for attribute selection in marketing using rough computing and formal concept analysis.IIMB Management Review,29(2),122-135.
4. Ardichvili, A.,Page, V.,Wentling, T.(2003).Motivation and barriers to participation in virtual knowledge-sharing communities of practice.Journal of Knowledge Management,7(1),64-77.
5. Armstrong, A.,Hagel, J. III(1996).The real value of online communities.Harvard Business Review,74(5),134-140.
6. Balaid, A.,Rozan, M. Z. B.,Hikmi, S. N.,Memon, J.(2016).Knowledge maps: A systematic literature review and directions for future research.International Journal of Information Management,36(3),451-475.
7. Berman, F.(2001).From tera grid to knowledge grid.Communications of the ACM,44(11),27-28.
8. Beydoun, G.(2009).Formal concept analysis for an e-learning semantic web.Expert Systems with Applications,36(8),10952-10961.
9. Buzan, T.,Buzan, B.(2003).The mind map book. radiant thinking major evolution in human thought.London, England:BBC Active.
10. Cannataro, M.,Talia, D.(2003).The knowledge grid: an architecture for distributed knowledge discovery.Communications of the ACM,46(1),89-93.
11. Chen, C. J.,Hung, S. W.(2010).To give or to receive? Factors influencing members’ knowledge sharing and community promotion in professional virtual communities.Information & Management,47,226-236.
12. Cheng, Z. C.,Guo, T. C.(2015).The formation of social identity and self-identity based on knowledge contribution in virtual communities: An inductive route model.Computer in Human Behavior,43,229-241.
13. Chiu, C. M.,Hsu, M. H.,Wang, E. T. G.(2006).Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories.Decision Support Systems,42,1872-1888.
14. Chiu, D. Y.,Pan, Y. C.,Yu, S. Y.(2009).An automated knowledge structure construction approach: Applying information retrieval and genetic algorithm to journal of expert systems with applications.Expert Systems with Application,36(5),9438-9447.
15. Colladon, A. F.,Guardabascio, B.,Innarella, R.(2019).Using social network and semantic analysis to analyze online travel forums and forecast tourism demand.Decision Support Systems,123,113075.
16. Dau, F.,Klinger, J.(2005).From formal concept analysis to contextual logic in proceedings of international conference.On Formal Concept Analysis,3626,81-100.
17. Dong, L.,Huang, L.,Hou, J.,Liu, Y.(2020).Continuous content contribution in virtual community: The role of status-standing on motivational mechanisms.Decision Support Systems,132,113283.
18. Ei-Manstrly, D.,Ali, F.,Steedman, C.(2020).Virtual travel community members’ stickiness behavior: How and when it develops.International Journal of Hospitality,88,102535.
19. Elliot, S.,Li, G.,Choi, C.(2013).Understanding service quality in a virtual travel community environment.Journal of Business Research,66(8),1153-1160.
20. Fan, Z, P.,Li, G. M.,Liu, Y.(2020).Processes and methods of information fusion for ranking products based on online reviews: An overview.Information Fusion,60,87-97.
21. Feng, N.,Su, Z.,Li, D.,Zheng, C.,Li, M.(2018).Effects of review spam in a firminitiated virtual brand community: Evidence from smartphone customers.Information & Management,55(8),1061-1070.
22. Fisher, K. M.(1990).Semantic networking: The new kid on the block.Journal of Research in Science Teaching,27(10),1001-1018.
23. Gordon, J. L.,Jorgensen, L.(2003).Learning support using knowledge structure maps.meeting of the Annual Conference 2003 Forum for the Advancement of Continuing Education,UK:
24. Hanson, W.(2000).Principles of internet marketing.Mason, OH:South-Western College Pub.
25. Hao, J.,Bouzouane, A.,Gaboury, S.(2018).Recognizing multi-resident activities in nonintrusive sensor-based smart homes by formal concept analysis.Neurocomputing,318(27),75-89.
26. Hsseinoiun, S.,Abdullah, R.,Jusoh, Y. Y.,Jabar, M.(2018).Information system success and knowledge grid integration in facilitating knowledge sharing among big data community.2018 Fourth International Conference on Information Retrieval and Knowledge Management (CAMP),Kota Kinabalu:
27. Kaur, H.,Paruthi, M.,Hollebeek, L. D.(2020).The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities.Telematics and Informatics,46,101321.
28. Kim, J.,Song, J.,Jones, D. R.(2011).The cognitive selection framework for knowledge acquisition strategies in virtual communities.International Journal of Information Management,31,111-120.
29. Kim, W. G.,Lee, C.,Hiemstra, S. J.(2004).Effects of an online virtual community on customer loyalty and travel product purchases.Tourism Management,25(3),343-355.
30. Koh, J.,Kim, Y. G.(2004).Knowledge sharing in virtual communities: An e-business perspective.Expert Systems with Applications,26(2),155-166.
31. Lee, C.,Jeon, J.,Park, Y.(2011).Monitoring trends of technological changes based on the dynamic patent lattice: A modified formal concept analysis approach.Technological Forecasting and Social Change,78(4),690-702.
32. Li, M.,Lu, X.,Chen, L.,Wang, J.(2020).Knowledge map construction for question and answer archives.Expert Systems with Applications,141,112923.
33. Li, Y.,Hu, C.,Duan, L.(2017).The concept of smart tourism in the context of tourism information service.Tourism Management,58,293-300.
34. Liao, S. C.,Hunt, E. A.,Chen, W.(2010).Comparison between inter-rater reliability and inter-rater agreement in performance assessment.Annals of the Academy of Medicine,39(8),613-618.
35. Martinez-Sala, A. M.,Monserrat-Gauchi, J.,Alemany-Martinez, D.(2020).User usable experience: A three-dimensional approach on usability in tourism websites and a model for its evaluation.Tourism Management Perspectives,33,100579.
36. Mitu, B.,Vega, D. O. C.(2014).Consumer’s participation on brand pages on Facebook.Management Dynamics in the Knowledge Economy,2(1),87-105.
37. Nezakati, H.,Amidi, A.,Jusoh, Y. Y.,Moghadas, S.,Aziz, Y. A.,Sohrabinehadtalemi, R.(2015).Review of social media potential on knowledge sharing and collaboration intourism industry.Procedia-Social and Behavioral Sciences,172,120-125.
38. Novak, J. D.,Gowin, D. B.(1984).Learning how to learn.Cambridge, England:Cambridge University Press.
39. Ohiwa, H.,Takeda, N.,Kawai, K.,Shiomi, A.(1997).KJ editor: A card-handling tool for creative work support.Knowledge-Based Systems,10(1),43-50.
40. Pei, Z.,Ruan, D.,Meng, D.,Liu, Z.(2013).Formal concept analysis based on the topology for attributes of a formal context.Information Sciences,236,66-82.
41. Raisi, H.,Baggio, R.,Barratt-Pugh, L.,Willson, G.(2020).A network perspective of knowledge transfer in tourism.Annals of Tourism Research,80,102817.
42. Rheingold, H.(2000).The virtual community: Homesteading on the electronic frontier.Boston, MA:The MIT.
43. Schwartz, E. I.(1999).Digital darwinism: Seven breakthrough business strategies for surviving in the cutthroat web economy.New York, NY:Broadway Books.
44. Thorsten, H. T.,Gwinner, K. P.(2004).Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet.Journal of Interactive Marketing,18(1),38-52.
45. Wang, Y.,Yu, Q.,Fesenmaier, D. R.(2002).Defining the virtual tourist community: Implications for tourism marketing.Tourism Management,23,407-417.
46. Wei, G.,Hu, C.(2012).A study of impulse buying in virtual communities.meeting of 2012 IEEE International Conference on Industrial Engineering and Engineering Management,Hong Kong:
47. Wille, R.(1992).Concept lattices and conceptual knowledge system.Computers & Mathematics with Applications,23,493-515.
48. Wolff, K. E.(1993).A first course in formal concept analysis: How to understand line diagrams.Advances in Statistical Software,4,429-438.
49. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence.Journal of Marketing,52,2-22.
50. 小紅書，(2019)，小紅書 app，【線上資料】，來源：https://www.xiaohongshu.com [2019, November 15]。【Xiaohongshu. (2019). Xiaohongshu application. Retrieved November 15, 2019, fromhttps://www.xiaohongshu.com】
51. 李來錫, L. H.,郭政峰, C. F.(2012)。以正規化概念分析探討虛擬社群之知識分享結構－以 3C 產品社群為例。行銷評論，9(4)，395-416。
52. 李敦仁, D. R.,余民寧, M. L.(2007)。學習表現的知識結構評量研究：以教育統計學學科知識為例。教育研究與發展期刊，4，113-148。
53. 陳朝光, C. K.,張桂豪, K. H.(2016)。創新發明知識結構新應用與計分。中國機械工程學刊，37(5)，509-513。

1. 李羿晴,李來錫(2022)。建構社群產品購買討論與購後認知失調內容結構－以美妝產品為例。商管科技季刊，23(4)，443-466。