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网路口碑对行动应用软体销售排名之影响—以Apple App Store之意见分析为例

【中文摘要】:Apple App Store模式的成功不只改写了全球行动通讯应用软体的商业模式,更推动了资通讯前瞻性与新兴产业策略性的发展。然而在过去的研究中,却少有学者关注行动应用软体商店惊人的销售绩效背后,到底受到哪些类型的网路口碑或变数的影响,而对于造成改变的原因亦少有学者去作深入之探究。
  本研究是网路口碑对于行动应用软体销售指标的实证研究、运用文字探勘与意见分析技术配合词组探索规则(Heuristic Rule)量化网路口碑。本研究採用市场品牌领导者Apple App Store台湾地区的官方评论系统和付费销售排行榜作为研究对象,以台湾地区2011年整年度销售最好的十款行动应用软体每个星期日当天的排名变化,再结合网路口碑、资讯系统成功模式、文字探勘与意见分析,提出一个整合性的架构,探讨台湾地区的智慧型手机用户在购买行动应用软体时,是否会受不同型态的网路口碑(跟据最新十篇的线上文字评论及十篇评论之平均评等)、产品价格而产生变动。研究发现与结论如下列所示;
1. 整体而言,本研究所提出的文字探勘方法能够有效的预测消费者口碑对销售排名的影响。而「系统性文字评论之语意分数」显着的影响2010-2011年间Apple App Store付费排行上销售最好的前十大行动应用软体的销售表现。
2. 将十款行动应用软体做更进一步分群后发现:对于「功利型行动应用软体」来说,「系统性文字评论之语意分数」和「产品价格」均能显着的影响其排行榜上的销售指标。
3. 对于「享乐型行动应用软体」来说,「系统性文字评论之语意分数」、「服务性文字评论之语意分数」、「平均评等」和「产品价格

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」均显着的影响其排行榜上的销售指标,验证了网路口碑中三种不同类型的线上文字评论在实务上对于不同产品的销售

szwox.com_202
指标(Apple App Store付费排行上的名次)有不同程度的显着影响力。

关键字: 行动应用软体、网路口碑、文字探勘、意见分析、词组探索规则、语意分数
【英文摘要】:The App Store''s success has not only changed the business model of mobile software, but also expedited the development of ICT and newly developed industries. Eletronic word of mouth (e-WOM) has become an influential power in consumer decision making. However, not much previous research has examined the effect of eWOM on sales performance of mobile App.
This research is an empirical research that is focused on the issue of how eWOM affect the sales performance of mobile App. I used text mining and heuristic rules to classify and analyze the mood of the eWOMs and empirical examined their effects. The eWOM and sales ranking of the top ten Apple’s App’s in Taiwan in 2011 were retrieved for this research. Each eWOM was classified into system and service-related comments (based on the information system success model). These comments were then classified into their emotional scale. The top ten App’s were classified into utilization and hedonic Apps’. The data were then combined with price and the average ranking to examine their effects on the sales ranking. Major findings include the following:

1. Overall, our proposed method for analyzing eWOM can effectively predict the sales ranking of an App. The eWOM score of system quality had significant effect on the sales ranking of the top ten App in the Apple’s App Store in 2011.

2. When

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the top ten App’s were divided into utilization and hedonic groups, we found that the score of system quality and price had significant effect on the sales ranking.

3. For hedonic App’s, all four factors (system quality score, service quality score, average rating, and price) had significant effect on the sales ranking.

Keywords: App Store, mobile software, eWOMs, text mining, heuristic rules
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  • 5. Helen Chiang. (2012). “IDC Taiwan ICT Predictions 2012,” http://cdn.idc.asia/files/418c3f46-d3b0-4846-a5e9-82208ba55131.pdf.
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  • 8. ITU.(2010). “The World in 2010,” http://www.itu.int/ITU-D/ict/material/FactsFigures2010.pdf.
  • 9. James Falconer.(2008). “Apple App Store Tops Wired’s Technology Breakthroughs of 2008,” http://www.intomobile.com/2008/12/26/app-store-tops-wireds-technology-breakthroughs-of-2008/.
  • 10. Mobilewalla.(2011). “Sunday Is The Best Day To Launch Your Mobile App,” http://techcrunch.com/2011/12/19/sunday-is-the-best-day-to-launch-your-mobile-ap.
  • 11. Oshiro.(2010). “Hacking the iPhone App Store”s Ranking Algorithm” http://www.readwriteweb.com/start/2010/02/iphone-appstore-ranking-algorithm.php.
  • 12. Piper Jaffray. (2011). “Android app revenue is 7% of iPhone”s,” http://tech.fortune.cnn.com/2011/11/21/piper-jaffray-android-app-revenue-is-7-of-iphones/.
  • 来源:中山大学;作者:杨钦琮
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