以Twitter來當作銷售平台：情緒週期與購買意願之相關性研究

Abstract

趨勢分析一直是個熱門的研究議題，隨著社群網絡的蓬勃發展，社群網路的趨勢分析成為非常熱門的研究議題。本研究看中社群網絡的潛力，希望能透過社群網路的趨勢分析來了解使用者之情緒與購買意願的相關性。期待這樣的研究能帶給網路行銷嶄新的思維，使得社群網絡成為良好的銷售平台。 本研究選擇Twitter來做為趨勢分析的社群網路平台，透過Twitter所提供的應用程式介面(API, Application Programming Interface)來蒐集使用者每天發表的短文。針對這些短文，我們將對其進行情緒與購買意願的分析，最後透過統計方法來了解情緒與購買意願的關聯與時間相關性。 本研究探討情緒是否對購買意願造成影響，人們是否傾向於在情緒低落的時候購物？同時，我們常聽到的Monday blue是否真實存在？人們情緒的波動真的與星期有關嗎？

Trend analysis has been an important topic for data mining, while the prevailing of social networking, more and more trend analysis research focuses on social networking. Our research looks up on the potential of social networking, and is eager to find out the correlation between user emotion and buying intention through social network trend analysis. Hoping this kind of researches is able to provide new thoughts for internet marketing in the future, and making social networking becomes a good marketing platform. In this research, we choose Twitter as the social networking site for trend analysis. Through Twitter provided API, we are able to collect users’ daily tweets. After preprocessing of those tweets, sentiment and buying intention of the tweets can be revealed. We’ll be able to use statistics analysis to verify the correlation between emotion and buying intention along with time series. Our research focuses on whether user’s emotion affects user’s buying intention? Do people tend to shopping when they are down? Also, we often heard “Monday blue”, does Monday blue really exists? Is human’s emotion correlated with weekdays?