臺灣博碩士論文加值系統

企業為了有效制定行銷管理策略，常會運用網路問卷、粉絲團經營來取得顧客意見及消費滿意度，大數據時代來臨後，將這些聲量及評論加以數據化，並建立網路輿情資料庫，讓企業能夠更加貼近消費者意向，在產業競爭中脫穎而出。
本研究運用Opview社群口碑資料庫抓取旅館、航空、餐飲等觀光相關產業輿情數據進行研究，本研究結果顯示，網路輿情正向評價對旅館業股價有顯著正的向影響，反之，負向評價對旅館業股價則有顯著的負向影響。網路輿情對航空業的股價影響並不顯著，可能原因在於旅客對於航空公司的品牌認知要比輿情來的重要，對餐飲業而言無論正負評價對股價都有顯著的負向影響，可能原因為兩家餐飲樣本企業於樣本期間同樣經歷食安風暴，而餐飲業遇到重大事件的影響力比輿情還要來的大。

Corporations usually do online survey and running social media fan page to gain the customer opinion and the customer satisfaction in order to formulate the marketing and managing strategy effectively. As the Big Data era coming, digitalize the SOV (Share of Voice) and the comments and build the database of the online public opinion database can make a chance to win customers’ intention and stand out in the industry competition.
This research impress on the Opview social media reputation database to obtain the public opinion data of the hotel industry, aviation industry and catering industry and other tourism related industries. The results show the positive online public opinions and evaluations have obviously positive influence on the share price of the hotel industry, in the other hand, negative evaluations have obviously negative influence on the share price of the hotel industry. The online public opinion has little influence on the share price of the aviation industry and the reason might be the customers’ brand awareness is more important than the public opinion. For the catering industry, no matter the evaluations are positive or negative, it has obviously negative influence on the share price. The reason might be both of two sample corporations went through the food safety crisis during the sample period at the same time and the food safety crisis which is a major event, is more influential than the public opinion.

摘要
Abstract
致謝
表目錄
圖目錄
第一章 緒論
第二章 文獻探討
第一節 台灣觀光產業現況分析
第二節 觀光產業相關文獻
第三節 網路輿情相關文獻
第三章 研究方法
第一節 資料結構與來源
第二節 變數定義
第三節 單根檢定
第四節 共整合檢定
第五節 VECM模型
第四章 實證結果分析
第一節 敘述性統計
第二節 單根檢定
第三節 共整合檢定
第四節 VECM模型
第五章 結論與建議
第一節 結論
第二節 研究建議
第三節 研究限制
參考文獻
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