探討弱連結對推薦效果的影響 -以旅遊業為例

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郭家瑋(Kuo Chia-Wei) 查詢紙本館藏

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論文名稱

探討弱連結對推薦效果的影響 -以旅遊業為例
(Applying weak tie theory to investigate the effect of friends’ recommendation on vacation destinations)

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摘要(中)

摘要
近年來，旅遊業與社群網站的蓬勃發展，各種類型的旅遊相關之社群網站相
繼設立，若要能緊緊抓住用戶們的關注，旅遊社群業者應當從龐大的網路資訊中
提供客制化且準確的旅遊推薦訊息給各用戶，換言之，業者們必須直搗使用者心
坎，推薦並提供給使用者最有價值的建議，幫助使用者與最少的訊息共存，才能
讓用戶們創造出較佳的旅遊決定，藉此增進業者的營收。
然而，以往的文獻與研究所使用的推薦機制皆須在使用者有過選擇的紀錄後，
才能計算出要推薦的選項，但這樣的推薦機制卻無法跟上變化萬千的旅遊業。此
外，過往針對推薦機制上的研究較無考慮到人們在做決策時，關鍵因素之一便是
參考「口碑」，因此，本研究以人際關係程度-強連結與弱連結作為推薦用戶之
旅遊景點的考量因素，並比較該用戶之友誼的親疏程度對於最終該用戶對旅遊選
擇的影響力為何，又因Granovetter 學者指出「人際關係中弱連結扮演的是資訊
傳遞的要角」，所以本研究將以此假設為基礎，進一步探討弱連結的朋友是否扮
演重要的旅遊決策之影響角色。
本研究結果顯示出，弱連結的朋友比強連結的友人更具有旅遊資訊影響力，
換言之，用戶在搜尋新資訊時，會較傾向參考平時較疏遠的朋友之意見，因為這
些弱連結的朋友們掌握了不同領域的資訊，且這些關鍵資訊與該用戶較不重疊，
因此這些資訊的擁有者便能對該用戶佔有較高的影響力，進而影響使用者在旅遊
上的選擇；另外，本研究中亦證實用戶在選擇旅遊地點上確實會受到朋友推薦的
而產生變化，代表人際關係因素必須被考慮進旅遊地點推薦系統內，且弱連結的
朋友群必須給予更高的加權值！
關鍵字：弱連結、社群網站、口碑、推薦

摘要(英)

ABSTRACT
Nowadays, the tourism industry and social network have grown rapidly, all kinds
of travel websites have been set up. To get the users′ attention, the tourism websites
should provide customized and accurate travel recommendations for their users and
help them make better travel decisions. However, previous recommendations required
the user’s browsing history records to generate recommended travel options. But this
mechanism is not suit able for the tourism industry, because travel information is
continuously updating.
In addition, when people make travel decisions they will seek information
through "word of mouth". This is the key point to why previous recommendation
methods are not useful now. Therefore, this study uses friendships degree - strong
and weak ties as recommendation elements, and compares the degree of friendships
on influencing the end user’s on travel decisions. Granovetter (1983) pointed out,
"The weak ties play a salient job for information derives". So this study is based on
his argument, and further explores whether the weak ties play an important role in
travel decisions.
This study’s results showed that when users plan travel destinations they will be
affected by their friend’s recommendations. In addition, this study proves that the
weak ties have more influence on the end user’s travel decision than strong ties. In
other words, when users search for travel information, they tend to take advice from
acquaintances into consideration, because their information does not overlap with the
end user. Hence, friends in weak ties have more influential effect the user’s travel
choices. So, friendships factor should be considered within the travel recommendation
system. Beside, friends in weak ties should be taken into higher consideration!
Keywords: Weak ties, Social network, Word of mouth, Recommendation

關鍵字(中)

★ 弱連結
★ 社群網站
★ 口碑
★ 推薦

關鍵字(英)

論文目次

目錄
摘要................................................................................................................................. i
ABSTRACT ................................................................................................................... ii
致謝.............................................................................................................................. iii
目錄............................................................................................................................... iv
圖目錄........................................................................................................................... vi
表目錄.......................................................................................................................... vii
第一章緒論.................................................................................................................. 1
1-1 研究背景與動機 ............................................................................................ 1
1-2 研究目的 ........................................................................................................ 4
第二章文獻探討........................................................................................................ 5
2-1 推薦系統 ......................................................................................................... 5
2-1-1 合作式協同過濾(Collaborative Filtering) .......................................... 5
2-1-2 內容基礎過濾(Content-based Filtering) ............................................ 6
2-2 社群網路 ......................................................................................................... 6
2-2-1 口碑行銷(Word of Mouth, WOM) ...................................................... 7
2-2-2 連結的力量 (Strength of Weak-tie) .................................................... 8
2-2-3 弱連結優勢理論 ................................................................................. 9
2-3 觀光旅遊產業 .............................................................................................. 11
2-3-1 旅遊服務業特性 ............................................................................... 11
2-3-2 旅遊社群網站- TripAdvisor ............................................................. 12
第三章研究方法........................................................................................................ 15
3-1 研究假設 ...................................................................................................... 15
3-2 研究流程設計 .............................................................................................. 16
3-2-1 問卷設計 ........................................................................................... 16
v
3-2-2 研究樣本與資料蒐集 ....................................................................... 18
3-2-3 資料分析方法 ................................................................................... 21
第四章資料分析與檢定............................................................................................ 24
4-1 樣本特性 ...................................................................................................... 24
4-2 假設檢定前檢驗 .......................................................................................... 26
4-2-1 朋友推薦影響力 ............................................................................... 26
4-2-2 受測者經推薦後的選擇 ................................................................... 27
4-3 假設檢定 ...................................................................................................... 27
4-3-1 以互動時間指標來看，連結強弱會對旅遊推薦有負向的影響 ... 28
4-3-2 以情感強度指標來看，連結強弱會對旅遊推薦有負向的影響 ... 28
4-3-3 以互惠行動指標來看，連結強弱會對旅遊推薦有負向的影響 ... 28
4-3-4 以親密程度指標來看，連結強弱會對旅遊推薦有負向的影響 ... 29
4-4 討論 .............................................................................................................. 30
第五章結論與建議.................................................................................................... 32
5-1 研究結論 ...................................................................................................... 32
5-2 研究限制 ...................................................................................................... 33
5-3 未來研究建議 .............................................................................................. 34
參考文獻...................................................................................................................... 35

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指導教授

許秉瑜

審核日期

2014-6-26

推文