城鄉發展不均一直是政府相當注重的議題，近年來地方創生的推動是為了要解決上述問題並帶動各地區的經濟發展與就業機會。本研究針對國家發展委員會公布的10家地方創生成功案例，透過Python爬取10家地方創生品牌的官方臉書貼文內容，利用文字探勘技術歸納出不同類型的地方創生及其與消費者傳達的核心內容與特色，接續以準實驗法模擬瀏覽者閱讀仿真的貼文，探討消費的顧客知識與對地方創生品牌的態度、行為意圖之間的關係。
研究結果顯示，具有高度顧客知識的消費者，對地方創生品牌會有更正向的品牌態度，而品牌態度對「購買意圖」、「旅遊意圖」與「口碑推薦」皆具顯著影響。因此建議業者與政府，應多加強消費者對於城鄉失衡、人口外移等社會議題的了解與認識，藉此提高消費者對地方創生業者理念的支持與肯定，進而提升行為意圖之意願。

The uneven development of urban and rural areas has always been a topic of the government. In recent years, the promotion of regional revitalization is to solve the above problems and promote economic development and employment opportunities in various regions. Based on the 10 successful cases of local creation published by the National Development Council, this research uses Python to crawl the official Facebook posts of 10 regional revitalization brands, and uses text mining to summarize different types of local creation. The core content and characteristics conveyed by the consumers are followed by a quasi-experimental method that simulates the reader’s reading of simulated posts, and explores the relationship between consumers’ knowledge of social issues and their attitudes and behavioral intentions towards local brands.
The research results show that consumers with a high degree of knowledge about social issues have a more positive brand attitude towards regional revitalization brands, and brand attitudes have a significant impact on “purchase intention”, “travel intention” and “word-of-mouth recommendation”. Therefore, it is recommended that the industry and the government should strengthen consumers' understanding and knowledge of social issues ,such as urban-rural imbalance and population migration, so as to increase consumers' support and affirmation of the concept of local entrepreneurs, thereby increasing their willingness to take action.

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