| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 103 === Along with explosion of network information, the massive data have nearly 80 percent of non-structured information data (Ye, 2013). Because of the massive data set, the column-“The Age of Big Data” in The New York Times at 2012 that announced the era of Big Data has begun. Therefore, timely and cost-effectiveness of big data analytics has become common in each industry. In addition, online forums, web blogs, Twitter and Facebook were appeared, that has generated massive consumer reviews (Gunter, Koteyko, & Atanasova, 2014). Scholars have been doing research using consumer reviews, such as O’Connor et al. (2010) used Twitter’s reviews to investigate US presidential election, confirmed that Twitter’s reviews and Obama''s supporting data similar, but this have yet to elaborate the validity of between sentiment analysis and ratings (Gunter, Koteyko, & Atanasova, 2014). Moreover, many studies investigate consumer satisfaction by asking consumers, less studies using sentiment analysis compare with satisfaction. Thus, we use online review data on TripAdvisor to do sentiment analysis, calculate sentiment score, and understand its relevance by regression analysis. Then we will classification of reviews to understand which item are consumer like, which item are consumer don’t like.
This study found that sentiment score and satisfaction has validity; sentiment score can represent consumer satisfaction with the company''s products or services, and also found the effect of aspect rating, satisfaction and sentiment score, “Value” is the most important item of hotel''s consumer. Only the effect of high rating’s hotels’ aspect rating and sentiment score, “Service” and “Rooms” are consumer most important item.
|
|---|
