花卉為全球最重要的經濟產業之一。過去十餘年間，花卉產業面臨著衰退現象，引起各國學者的重視。近年來，隨著線上評論的普及和大數據分析技術的純熟，顧客的線上評論內容和滿意度比過去更容易取得，因此本研究將運用的文字探勘方法（包含情感、詞頻和關聯分析）研究花卉產業的線上評論，結合目的地屬性量表，以探索並歸納顧客所關注的面向。研究結果顯示，顧客主要關注四個面向，包含「交通」、「產品與店家」、「環境場域」以及「整體正面印象」。運用此研究方法，除了增加過去對於花卉產業顧客研究的角度之外，本研究亦提供完整的線上評論文字探勘研究流程的詳細步驟。最後，本研究可讓產官界瞭解花卉市場顧客具體的真實需求，投其所好地滿足其需求，以激勵購買花卉意願及消費支出，並制定有效的相關決策。

Floral industry is one of the most important economic industry. However, floral industry has been declining in the last few decades. Recently, with the advancement of online review and big data analysis, customers’ satisfaction and reviews are more convenient to acquire. Therefore, this study uses text mining (including sentiment analysis, TF-IDF analysis and association rules analysis) to study online review of floral industry. Moreover, we adapted Kim’s destination attributes scale (2014) to explore what aspects customers focus on. The result shows that customers mainly focus on four aspects, including “accessibility”, “product and service”, “environment”, and “overall positive image.” With online review text analysis, this study enhanced the understanding of customer in floral industry; moreover, this study provided a novel method instruction to analyze online review. Lastly, the result can give related government and industry better knowledge to what customers need, to fulfill and stimulate flower purchasing intention and regulation making.

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