以文字探勘分析企業永續作為與媒體聲量 - 以台達電為例

Abstract

永續發展已是當今世界面臨的重要挑戰之一，永續發展的意識與觀念也漸漸的被更多人重視，各家企業發布永續報告書，介紹他們在永續發展、達成永續目標上的努力與成就，正是如今社會重視永續的一種體現。 目前外部對企業的永續作為評價多透過各家ESG評等機構所發布的分數及專業報告得知，但對一般社會大眾而言，多數人並不會特別關注這些專業報告，且永續報告書也僅能作為「單向」傳遞訊息的媒介，並無法了解社會大眾是否有接收到這些訊息，故本文希望透過一個更加「親民」的管道觀察企業永續作為在社會上的迴響。 本研究選擇新聞媒體作為觀察的對象，代表社會的印象，並以台達電作為企業實例，透過對台達電2020永續報告書做文字探勘分析得到永續關鍵字，並從聯合報 (聯合新聞網)、自由時報 (自由時報電子報)、中國時報 (中時新聞網)、蘋果日報 (蘋果新聞網) 取得關鍵字新聞，建立統計模型，以了解「台達電在永續發展上特別著重在哪些方面? 」、「台達電注重的企業永續作為是否與媒體聲量相符?」 研究結果顯示台達電重視「節能」、「碳管理」、「員工職涯」、「永續供應鏈」，其與現實情況相符；且關鍵字分析結果與新聞媒體聲量呈顯著正相關，注重的主題也大致相同，代表以台達電而言，其在永續發展上的努力，有良好的呈現在永續報告書中，也與社會對其的印象相符。

Sustainable development is one of the most important challenges facing the world today. The concept of sustainable development has gradually been taken seriously by more and more people. The publication of sustainability reports by various companies to introduce their efforts and achievements in sustainable development and achievement of sustainable goals reflects today's society's emphasis on sustainability. At present, the external evaluation of corporate sustainability is mostly learned through the scores and professional reports issued by various ESG rating agencies, but for the public, most people do not pay special attention to these professional reports, and the sustainability report Books can only be used as a medium for 'one-way' transmission of information, it is impossible to know whether the public has received these messages. Therefore, this article hopes to observe the social response to corporate sustainability through a more 'people-friendly' channel. This research selects news media as the object of observation to represent the impression of society, and takes Delta Electronics as an enterprise example, through text mining and analysis of Delta Electronics 2020 ESG Report to obtain the keywords of sustainability, and from the United Daily News, Liberty Times Net, China Times, and Apple Daily to obtain keyword news and establish a statistical model to understand ' What aspects does Delta pay special attention to in sustainable development?', 'Does Delta's corporate sustainability efforts match the media's voice?' The research results show that Delta attaches great importance to 'energy-saving', 'carbon management', 'employee career' and 'sustainable supply chain', which are in line with the actual situation; and the keyword analysis results are significantly positively correlated with the volume of news media, and the themes they focus on are roughly the same, which means that Delta's efforts in sustainable development are well presented in the sustainability report, which is also in line with the society's impression of it.