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論文名稱 (中)：以網路探勘分析早午餐餐廳的消費者行為研究

論文名稱 (英)：A study of applying Web Mining for analyzing Consumer Behaviors

論文作者：黃馨慧 ( Huang Hsin-Hui )

所屬系所：進修部暑期文化資源與休閒產業碩士專班

指導教授：施孟隆

公開時程：三年後公開 [公開日期：2021-08-14] ( 下載論文 )

學位類別：碩士

畢業年月：民國 107 年 8 月

論文語言：中文

論文頁數：44

關鍵詞 (中)：資料探勘、情緒指標、消費滿意度、再購意願

關鍵詞 (英)：Web mining, emotional indicators, consumer satisfaction, repurchase intention

中文摘要： 隨著國人的生活型態與消費行為改變，在飲食方面也與以往大不相同，年輕人對美食需求越趨多元，餐廳為了迎合消費者的需求，不僅在菜單口味上做調整，連營業時間與經營方式也與傳統的早餐店有所區隔，因此本研究主要針對Lane28早餐坊顧客的消費者行為做探討，研究範圍以2012年9月1日至2017年8 月31日共計五年間，從google搜尋之社群網站及部落格，來自全台消費顧客針對早午餐餐廳「Lane 28早午餐坊」所做的每一則網路評價，作為本研究之樣本。以網頁內容探勘為方法，萃取出評價中的正、負面觀感以形成正、負面情緒分數，做為滿意度的情緒指標。最後利用統計套裝軟體SPSS 20.0版本進行統計分析，以獨立樣本T檢定、迴歸分析為資料處理法，探討Lane28早餐坊來自不同性別之消費者之情緒指標、消費滿意度與再購意願之間的關係。 研究共得有效樣本數410人次，情緒分數計733筆，透過描述性統計分析，得知消費者對於Lane 28早午餐坊滿意度僅3.71顆星。研究結果發現：(一)消費者在｢用餐環境｣及｢餐點品質｣兩項情緒指標上並無顯著差異。(二)五項情緒指標皆影響消費滿意度，其中又以｢餐點品質｣最為顯著。(三) 情緒滿意度總分影響消費滿意度，且消費滿意度對於再購意願具有正向影響。最後，本研究將依據研究分析結果，提供Lane28早午餐坊業者及未來研究者實質建議與參考指標。

英文摘要： With the changes in lifestyles and consumer behaviors in Taiwan, the dietary habits are also very different from the past. Young people have more choice and desire for food. In order to cater to the needs of consumers, dealers do not only redesign their menu, but also adjust business hours. The mode of business operation is also different from the traditional breakfast shops. Therefore, this study mainly focuses on the consumer behaviors of the Lane28 breakfast customers. The research scope covers five years from September 1, 2012 to August 31, 2017. From the social network sites and blogs, each online evaluation of the brunch restaurant “Lane 28 Brunch” by customers from all over Taiwan served as a sample of this study. Using web content mining technique as a method to extract the positive and negative perceptions, convert the positive and negative perceptions into emotion indicators of satisfaction, and serve as emotional indicators of satisfaction. Finally, using statistical package software SPSS 20.0 version for statistical analysis, independent sample T test, and regression analysis for data processing method to explore the relationship between emotion indicators, consumer satisfaction and repurchase intention of Lane28 Brunch from different gender consumers. There are 410 effective sample sizes, 733 emotional scores of the study. By analyzing this information; the satisfaction level of Lane 28 Brunch is 3.71 stars. From the consequence of the study, the main finding were as follows：(1) There is no significant difference between the consumers in the "meal environment" and "meal quality". (2) Five emotional indicators affect consumer satisfaction, among which “meal quality” is the most significant. (3) The total score of emotional satisfaction affects consumer satisfaction, and consumer satisfaction has a positive impact on repurchase intention. Based on the results of the research and analysis, this study will provide practical suggestions and reference indicators for Lane28 brunch workshops and future researchers.