在網路評論影響人類決策的時代，不僅消費者依賴網路評論，生產者為了配
合消費者的習慣或主動出擊，對於何種評論被消費者視為有用也甚是關心。 本
研究聚焦餐飲業，探討何種評論內容容易讓消費者覺得有用，資料收集自
Yelp.com 美國地區的餐飲評論共計四萬多則，商業類別涵蓋烘焙坊、早午餐、咖
啡館、中餐廳、義法餐廳及果汁吧，利用文字分析方式分別檢視評論中的情緒、
內容、作者特性、可讀性及文章結構是否會影響消費者對評論有用性的認知，並
檢視上述商業類別是否會對評論有用性產生調節作用。研究結果顯示作者特性中
的評論篇數與平均星等對評論有用性有負向關係，情緒、內容及文章結構有正向
關係；情緒、內容主題、作者特性、可讀性及文章結構與評論有用性的關係均會
受到商業類別的調變，例如內容談到洗手間的評論，會對中餐廳及義法餐廳的評
論有用性產生顯著的正相關，對其他產業則無產生顯著關係。根據研究結果，商
家可以得知具備何種內容的評論較易達到自我行銷的目的，在評論寫手的選擇及
內容的撰寫上將更具效益，另外在營運上可依消費者的喜好來調整產品或服務內
容，增進營收成長；對評論寫手而言，可以得知何種作者特質或文章結構的評論
會更受消費者青睞。

It is a common belief that online review may influence consumer’s decision. To
meet with consumers’ interest, merchants pay great attention to customers’ perceived
usefulness from online reviews. This research focuses on the analysis of online reviews
in the food industry. From Yelp.com US, we collect a corpus of more than 40 thousand
online reviews, covering six business categories: bakeries, brunches, cafes, Chinese
restaurants, Italian/French restaurants and juice bars. We use text analysis techniques to
detect and measure the review articles’ article structures, topics, sentiments and
readability scores, and examine: (a) how these article properties may correlate with the
customers’ perceived usefulness and (b) how the business categories may moderate the
relationship between perceived usefulness and these article properties. The result
indicates that whilst certain sentiments, topics and article structures scores positively
correlates to perceived usefulness, some reviewer’s properties have significant negative
influences on it. Besides, the business categories exhibit moderate effects in most of the
aforementioned relationships. For example, the ‘restroom’ topic shows significant
positive effect to the perceived usefulness in Chinese and Italian/French restaurants
whilst there’s no effect on the other business categories. These findings might help the
marketers in designing social media campaigns, the reviewers in composing review
articles and the merchants in improving their products and services.

論文審定書 i
論文公開授權書 ii
謝 誌 iii
摘 要 iv
Abstract v
圖 次 xiii
表 次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 4
第二章 文獻探討 5
第一節 線上口碑 5
第二節 顧客參與 7
第三節 認知有用性 9
第四節 評論情緒 11
第五節 文章可讀性 13
第三章 研究方法 15
第一節 研究架構 15
第二節 使用工具 16
第三節 資料收集 17
第四節 研究模型、假設與變數 19
第五節 統計分析方法 26
第四章 資料分析與研究成果 28
第一節 敘述統計分析 28
第二節 推論統計分析 33
第三節 趨勢分析 40
第五章 討論與結論 42
第一節 研究結論 42
第二節 研究貢獻 44
第三節 研究範圍與限制 47
第四節 未來展望 48
參考文獻 49
附件 a

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