透過社群輿情分析探討餐飲類口碑操作方式－以咖啡廳產業為例

THE RESEARCH OF THE ONLINE BUSINESS OF INTERNET PUBLIC OPINION FROM SOCIAL MEDIA - A CASE STUDY OF COFFEE SHOP INDUSTRY

10.6338/JDA.201812_13(6).0001

何季倫(Chi-Lun Ho)；鄭宇庭(Yu-Ting Cheng)

網路口碑 ； 口碑行銷 ； 社群輿情 ； 餐飲業 ； 咖啡廳產業 ； Internet word of mouth ； word of mouth marketing ； Community enthusiasm ； Catering ； Cafe industry

Journal of Data Analysis

13卷6期（2018 / 12 / 01）

1 - 25

繁體中文

過去消費者主要是透過電視廣告及傳統媒體管道得到品牌資訊並進而產生消費的行為，近年由於網路及相關科技蓬勃發展，扎實地影響到消費者購買決策流程，相較於過去被動式的接受資訊，大多是主動在網路探索相關的資料並進而與其他網路民眾討論產生輿論效果，因此現代餐飲業在塑造經營品牌不能僅僅在線下操作，觀察並分析網路上的各種聲音也是相當重要。本研究透過硬是愛數據開發的eyesocial平台做輿情分析，對象為近年年輕人創業相當喜愛的咖啡廳，其中挑選路易莎作為實際例子探討，利用eyesocial以網路聲量、關注度、發文量、發文人數及互動度為評估指標。透過網路口碑的評估指標探討路易莎在固定時段內的表現成績，並找出網友高參與度貼文做深度分析，本研究透過自行蒐集資料將貼文做分類，以了解在不同貼文類型中的文章對於網友參與度的關聯性。最後本研究會在輿情分析資料蒐集完後，針對其他資料歸納出結論並且給予建，建議針對未來對相關產業有興趣的同仁，同時也會針對目前已經在經營咖啡廳的相關公司給予操作建議，期望能成為未來該產業相關公司在經營操作上的決策依據，並對於該品牌在提升線上經營有很大的幫助。

In the past, consumers mainly obtained brand and product information through TV and traditional media channels, which led to consuming behavior. In recent years, the development of the internet and related technologies has drastically affected the consumer purchasing decision process, compared to the passive acceptance of information in the past. Most of them are actively exploring relevant data on the Internet and discussing with others on the Internet to produce public opinions. Therefore, the modern catering industry can't just operate online while building brand management. It is also very important to observe and analyze various consumers voices on the Internet. This thesis uses the eye-social platform developed by INSIGHTEYE Inc. to do a public opinion analysis. The target is the coffee shop that is popular start-up option among young people in recent years. Among them, LOUISA is chosen as a practical example to measure the volume, the degree of attention, the amount of text, and the time difference. The number and degree of interaction are the assessment indicators. Through the evaluation index of online word-of-mouth assessment, LOUISA's performance in a fixed period of time was explored, and users' high-intensity postings were identified for in-depth analysis. This thesis collected information to classify the posts to understand different types of posts. At the end of this study, after the public opinion analysis data has been collected, conclusions are drawn up for other materials and given advice. I will give recommences for colleagues who are interested in the relevant industries in the future and suggestions for the relevant companies that currently operate coffee shops. The expectation can become the decision-making basis for future operation of the relevant company in the industry, and it can greatly help the brand in the promotion of online operations.

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