負面評論近年來逐漸受到企業重視，因企業若能妥善回應負面評論，能提升公司可信度、顧客購買率與顧客忠誠度。因此本研究以文字探勘及準實驗法實驗設計，探討企業回應負面評論態度對瀏覽者行為意圖之影響。
本研究第一部份，透過 Python 爬蟲，爬下遊客在 Google Map 上對觀光工廠的負面評論與其企業回應，再以文字探勘工具：文字雲與關聯分析，對負面評論與企業回應做出分析與歸納。第二部份，為擴展研究可推性，透過先前文字探勘的基礎，以準實驗法，模擬瀏覽者上網觀看負面評論與業者回應之情境，並區分出四種不同的企業回應態度，測量瀏覽者閱讀完評論及企業回應後之行為意圖，探討企業回應態度對評論瀏覽者的影響。
研究結果顯示：（1）企業回應負面評論時，不幽默與幽默回應的溝通效果，不幽默回應比幽默回應在「滿意度」上的溝通效果較佳；（2）企業回應負面評論時，採用官方語調的溝通效果，在「滿意度」與「行為意圖」的溝通效果上較幽默回應佳；（3）企業回應負面評論時，回應內容若「問有所答」比「答非所問」，在「滿意度」上的溝通效果較佳。

In recent years, negative comments have been paid more attention by enterprises,if enterprises can properly respond to negative comments, it can improve the company's credibility, customer purchase rate and customer loyalty. Therefore, this study Uses text mining and quasi-experimental design to explore the influence of enterprises' attitude of responding to negative comments on the behavior intention of visitors.

In the first part of this study, through Python crawler to get tourists' negative reviews on tourism factories and their companies' responses on Google Map,and then the negative reviews and companies' responses are analyzed and summarized with the text mining : text cloud and correlation analysis. The second part based on the text mining, using the experimental method,contract four response strategy to simulated participants watch negative online reviews after company response.

The results show ：(1)when compnay respond to negative reviews, the communication effect of non-humor is better than humorous response.(2) when company respond to negative reviews, the communication effect of using the official tone is better than the humorous response.(3) when the company responds to negative reviews, if the answer is helpful, that batter than "irrelevant answer".

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