網際網路的普及率逐年攀升，隨之而來的社群媒體話題也越發熱烈，亦使得各行各業無一不運用社群媒體來進行廣告行銷，讓品牌更流轉這些社群媒體之間，甚至藉由使用者的網路口碑來達到更高的廣告行銷效益。運用社群媒體的廣告行銷，來刺激著企業本身的股價及營業收入，在當前學術上僅有少數實證分析研究進行相關探討；由於網路口碑分布於各社群媒體，數量難以計數，不易蒐集，再加上網路口碑蘊含著網路使用者的個人情感思緒，更增添分類統計的困難度。本研究運用大數據的概念，使用社群口碑資料庫蒐集各企業的各類網路聲量及新聞媒體資訊的討論資料，從情緒特徵做情感分類，從中分析各企業是否因網路聲量而影響企業的股價及營業收入。本研究使用社群口碑資料庫蒐集2018年4月至2019年3月之間上市櫃企業的網路聲量，以月資料的資料頻率呈現，資料型態為追蹤型資料(Panel Data)，以固定效果模型檢驗各企業之網路口碑所帶來對股價及企業營收影響外，更進一步使用已分類的的正面、負面網路口碑研究對企業營收績效的影響。
分析出企業營收與企業股價報酬率對應整體網路聲量有達顯著水準，但顯示各有正負相關性；在此研究顯示出，企業績效對應的各消費性類股的影響性，依循各別類股各別產生出不同的反應效果，網路聲量的多寡、內容也因為更深入的分析，得出在於聲量的正負面，因為有著情感思緒的直接表現，影響的層面深度可使得企業將聲量的內容納入作為產品或顧客服務的參考依據，故更值得深入分析探討。

The popularity of the Internet has increased year by year, and the social media topics that have followed have become more and more enthusiastic. It has also enabled all walks of life to use social media for advertising and marketing, so that brands can be transferred between these social media. Even through the user's Internet word of mouth to achieve higher advertising marketing benefits. The use of social media advertising marketing directly stimulates the company's own stock price and operating income. There are only a few empirical analysis studies in the current academic field; Because Internet word-of-mouth is distributed in various social media, the number is difficult to count, and it is difficult to collect. In addition, Internet word-of-mouth contains the personal emotional thoughts of Internet users, which adds to the difficulty of classification statistics. This study uses the concept of big data, uses the community word of mouth database to collect various types of network voice and news media information discussion materials, emotional classification from emotional characteristics, and analyze whether each enterprise is due to network sound volume And affect the company's stock price and operating income.This study uses the community word-of-mouth database to collect the network volume of listed companies between April 2018 and March 2019. The data is presented in monthly data, and the data type is Panel Data. The Fixed effect model is used to examine the impact of online word-of-mouth on the stock price and corporate revenue, and further use the classified positive and negative Internet word-of-mouth research to influence the company.
It is analyzed that the enterprise's revenue and the company's stock price return rate correspond to the overall network sound volume has reached a significant level, but it shows positive and negative correlation; In this study, the impact of various consumer stocks on company performance, According to the various stocks, each has different reaction effects. The amount of network volume and content is also due to more in-depth analysis, which is based on the positive and negative of the volume of sound, because of the direct expression of emotional thoughts, the depth of influence can make the content of the volume of the enterprise into product or customer service. The reference basis is therefore worthy of further analysis.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 vi
表次 viii
圖次 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 研究流程圖 5
第二章 文獻探討 6
第一節 口碑傳播 6
第二節 網路口碑 8
第三節 OpView 10
第三章 研究方法 12
第一節 研究架構 12
第二節 研究假說 13
第三節 資料分析方法 15
3-3-1 研究數據來源 15
3-3-2 計量分析方法 16
3-3-3 研究模型 17
第四章 資料分析與結果 21
第一節 樣本結構分析 21
第二節 樣本相關係數分析 22
第三節 依類股之樣本結構分析表 23
第四節 網路聲量(SV)對消費性企業績效之影響 25
第五節 網路聲量(SV)對消費性企業績效之影響-依類股 27
小結 35
第五章 結論與建議 38
參考文獻 40
一、網頁部分 40
二、中文部分 40
三、英文部分 42

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1. 中華民國統計資訊網https://www.stat.gov.tw/np.asp?ctNode=485&mp=4
2. 台灣股市資訊網https://goodinfo.tw/StockInfo/index.asp
3. 社群口碑資料庫https://www.opview.com.tw/
4. 財團法人台灣網路資訊中心https://report.twnic.tw/2018/index.html
5. 國發會-景氣指標查詢系統https://index.ndc.gov.tw/n/zh_tw/data/eco
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