客家飲食社群口碑洞察與數位行銷：以桃園與新竹為範圍;Word-of-Mouth Insights and Digital Marketing in The Hakka Food Community: Taoyuan and Hsinchu as Scopes

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題名:	客家飲食社群口碑洞察與數位行銷：以桃園與新竹為範圍;Word-of-Mouth Insights and Digital Marketing in The Hakka Food Community: Taoyuan and Hsinchu as Scopes
作者:	廖長彥
貢獻者:	國立中央大學客家語文暨社會科學學系
關鍵詞:	客家飲食社群;語意分析技術;口碑洞察;飲食教育;Hakka food community;semantic analysis technology;word-of-mouth insight;food education
日期:	2024-01-26
上傳時間:	2024-09-18 14:29:41 (UTC+8)
出版者:	客家委員會
摘要:	隨者網路飲食社群平台興起，客家飲食文化傳播管道，從原先口耳相傳為主，進展到網路飲食社群的圖文傳播。因此，了解客家飲食社群消費者的經驗十分重要，將能幫助我們描繪客家飲食文化整體樣貌，此外，網路飲食社群消費者普遍較為年輕，也能進一步探察不同年齡段的客家族群與非客家族群對於飲食文化的看法，將能幫助我們洞察網路飲食社群下的口碑傳播，除之捕捉客家飲食文化在網路飲食社群所形塑的新樣貌，也能用於後續的數位行銷。為此，本計畫以桃園與新竹為範圍，嘗試匯聚與探勘此範圍內的客家餐館與客家菜餚等，分析在網路飲食社群中所形成的留言與討論。因為，客家飲食口碑的意義並非僅由餐館單純的透過烹煮送出，也不是消費者被動的接受，而是透過網路飲食社群消費者的口碑傳播，在網路飲食社群中的留言與討論的過程中產生意義。本計畫調查網路飲食社群中消費者對於客家飲食口碑的意象，採用語意分析技術與文字探勘方式，了解網路飲食社群的留言與推薦，即透過分析評論留言與圖片、飲食推薦，進行大數據分析與口碑洞察。 ;With the rise of the online food community platform, the communication channel of Hakka food culture, from the original word-of-mouth communication, has progressed to the transmission of pictures and texts in the online food community. Therefore, it is essential to understand the experience of consumers in the Hakka food community, which will help us describe the overall appearance of Hakka food culture. In addition, consumers in the online food community are generally younger, and we can further explore the relationship between Hakka food communities of different age groups. The opinions of non-Hakka groups on food culture will help us gain insight into word-of-mouth communication in the online food community. In addition to capturing the new appearance of Hakka food culture in the online food community. Because the significance of Hakka food word of mouth is not only given by restaurants simply through cooking, nor is it passively accepted by consumers, but through word-of-mouth communication of consumers in online food communities, messages in online food communities, and meaning during the discussion. To this end, this project takes Taoyuan and Hsinchu as the scope, trying to gather and explore Hakka restaurants and dishes within this scope and analyze the comments and discussions formed in the online food community. This project investigates consumers' image of Hakka food word-of-mouth in the online food community. It uses semantic analysis technology and text mining to understand the comments and recommendations of the Internet food community. Conduct big data analysis and word-of-mouth insights.
關聯:	財團法人國家實驗研究院科技政策研究與資訊中心
顯示於類別:	[客家語文暨社會科學學系] 研究計畫

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