網路論壇寫手之行為分析－以Mobile01個案探討

TO EXPLORE THE FAKE REVIEWERS' BEHAVIOR - A CASE STUDY ON MOBILE 01

10.6338/JDA.201908_14(4).0001

鄭麗珍(Li Chen Cheng)；鐘采瑜(Tsai Yu Chung)；陳亮融(Liang Rong Chen)；黃俊豪(Jun Hao Huang)

虛假評論 ； 網路寫手 ； 關聯規則 ； 層級分析 ； fake review ； fake reviewer ； AHP ； association rule

Journal of Data Analysis

14卷4期（2019 / 08 / 01）

1 - 24

繁體中文

網際網路的蓬勃發展改變了人們表達自己以及與他人互動的方式，進而使得線上評論內容影響了消費者的決策。目前企業開始重視消費者在網上的評論，會透過觀察的機制，希望提升網路上正向評論，能為公司帶來業績或名望。因此有些企業會聘請寫手，來撰寫評論希望藉此提升自家的產品或服務的正向口碑。過去國外這方面的研究大多是以評論內容為基礎，透過亞馬遜網站的外包服務去聘請寫手，以提出演算法過濾出虛假評論。但這些資料不夠真實，有一份資料指出Mobile01的Samsung 版的可疑內容，因此本研究以此內容作為研究與分析的個案資料，整理過濾評論者與評論等相關資料，透過關聯規則過濾作者的行為，希望可以找出寫手群；此外透過層級分析法訪談實際的網路行銷人員，了解真實的操作手法，以為後續研究的參考。

The rapid growth of the Internet has changed the way people express themselves and interact with others. Most people search online and study the experiences that are sharing from other people, and then decide if they will buy this product. It makes online customer reviewers of both products and service can affect the consumers' decisions. However, positive opinions can help business to bring in benefits or raise their reputation. Therefore, some of the businesses will hire spammers to do something for them such as improving their target products/service or attempting to defame their competitors. Most of prior works used reviews' content based to filter the fake reviews. This study focuses on analyzing spammer behaviors on a well-known Taiwan web forum, Mobile01. We consulted the relative professional in this essay and analyzed the result via the Analytic Hierarchy Processing to understanding the methods manipulated by marketer. Finally, we explored some interesting finding about spammers.

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