University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

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在電子商務中，評論會影響消費者的購買決策，透過評論幫助性可以篩選出關鍵的評論，以利消費者進行決策。本研究以推敲可能性模式作為研究架構，透過文字探勘挖掘評論的文本特性來探討影響幫助性之要素，中央線索除了評論長度與可讀性外，利用LDA主題模型衡量評論主題廣度；周邊線索則是透過環狀情緒模型進行情感分析，並透過評論者排名來衡量來源可信度，利用亞馬遜商店中的資料進行驗證分析。結果發現，消費者在判斷評論幫助性時，會參考中央以及周邊線索。具備高論點品質的中央線索將有效提升評論幫助性；周邊線索整體而言，證實了社會中存在負向偏誤，具備喚起度的負向情感較容易提升評論幫助性，而評論是否被認為有幫助確實會受到評論者的排名所影響。進階分析結果顯示，周邊的情感效果會受到評論者排名高低的影響，前段評論者應保持中立避免帶有個人情緒；中段評論者的評論幫助性會隨著情緒喚起度而增加；後段評論者則需要增加自身的負向情感，才能夠對於評論幫助性有正向影響。 / Online reviews are important factors in consumers’ purchase decision. The helpfulness of reviews allows consumers to quickly identify useful reviews. The purpose of this study is to investigate the nature of online reviews that affect their helpfulness through the lens of the elaboration likelihood model. For the central cues, we adopt latent dirichlet allocation to measure review breadth in addition to review length and review readability. For the peripheral cues, we use the sentiment analysis based on the circumplex model to catch the emotion effect and use the ranking of the reviewers to measure the source credibility. We used a dataset collected from Amazon.com to evaluate our model. The result suggests that consumers focus both central and peripheral cues when they read reviews. Consumers care about the length, breadth and readability of reviews associated with the central route, and the emotional effects associated with the peripheral route. In the advanced research, we split our sample into 3 groups by their ranking of the reviewers. We found that the top reviewers should keep neutral and avoid personal feelings to make their reviews more helpful; the middle reviewers can use more arousal words to improve their review helpfulness; the bottom reviewers must increase their emotional valence strength, especially the negative emotion to higher the perceived review helpfulness.

討論民國二十年九一八事變至民國二十六年七七事變期間輿論界對於中國政府處理中 日糾紛之反應，以東方雜誌、國聞週報、獨立評論三種刊物之言論來窺測一般民意之 趨向。 第一章緒論。說明撰寫本論文之動機、研究範圍與研究方法。 第二章三刊背景介紹。敘述三種刊物之創刊、主辦人及刊物之言論立場。 第三章三種刊物對九一八事變言論之分析。探討民國二十年東北九一八事變發生，至 民國廿一年國際聯盟李頓調查報告書發表後，三種刊物對於政府處理中日糾紛之意見 。 第四章三種刊物對一二八事變言論之分析。討論民國廿一年上海一二八事變發生後， 至上海停戰協定簽字期間，三種刊物對於政府對日政策之意見。 第五章三種刊物對華北危機期間言論之分析。探究民國廿二年熱河失守後，至民國廿 六年七七事變發生前，三種刊物對於政府對日政策之意見。 第六章結論。根據三、四、五章之言論分析，比較各時期不同刊物對政府對日政策之 態度，以及同一刊物在不同時期言論之轉變及其趨向，然後綜合說明輿論界之意見， 及其對政府政策之可能的影響力。

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese