結合TAM模型與情緒分析預測遊戲下載之研究｜國立臺灣科技大學博碩士論文系統

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研究生：	謝育霖 YU-LIN HSIEH
論文名稱：	結合TAM模型與情緒分析預測遊戲下載之研究 A study of combing Technology Acceptance Model and Sentiment Analysis to Predict mobile's download
指導教授：	欒斌 Pin Luarn
口試委員:	陳正剛 Cheng-Kang Chen 林鴻文 Hong-Wen-Lin
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理系 Department of Business Administration
論文出版年：	2020
畢業學年度：	108
語文別：	中文
論文頁數：	33
中文關鍵詞：	行動遊戲、資料探勘、科技接受模型、網路口碑、情緒分析
外文關鍵詞：	mobile game, TAM, sentiment analysis,, electronic word-of-mouth, text mining
相關次數：	點閱：337 下載：7
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本研究旨在對遊戲玩家接受遊戲的使用意圖，提供一種結合TAM理論和情緒分析的全新研究方式。
研究方法：透過python爬蟲取遊戲線上評論做分詞、LDA主題分類、情緒，將線上評論內含的正向情緒依照評論中的關鍵詞分類至認知有用、認知易用、經濟價值等TAM理論中的外部因子，以SVM預測代表使用意圖的APP下載數趨勢。
研究發現：以本研究方式預測準確度皆超過70%且與TAM模型研究玩家遊戲接受度的結果相仿。
學術意涵：首個嘗試跨領域，將TAM模型結合資料探勘、情緒分析的技術來對遊戲接受度進行研究，開啟了新研究領域。
管理意涵：對APP下載數提供快速、有理論基礎的預測，給遊戲營運人員科學的決策參考。

Is there a way to predict user’s intention to download a mobile game?
Purpose－A lot of researches have studied why people play a game based on TAM model. In this paper, we would like to build another way basing on TAM & sentiment analysis skills. It will be a new way to study user’s intention toward downloading a mobile game. Then we design a way to analyze the users’ true intention, and finally provide a way for game publishers to make a view of users’ true options by the e-WOM
Design/methodology/approach－In this study, we extracted the hidden topic model and emotional information from players’ comments. We used a support vector machine to merge the TAM model and ample information gathered from the on-line comments, which can be used to forecast the trend of APP’s downloads.
Findings－As for this study, the highest forecast accuracy rate was 80% for the perceived usefulness, 70% of perceived ease of use,84% high for the economic cost.
Research limitations/implications－This study focused only on accurately classifying the mobile game’s download trend based on hidden topics and sentiment features. In our future work, we would like to investigate the numeric relationship between mobile game’s download and online comments.
Practical implications－Successful predictions of mobile's download movement tendency have obvious advantages. This study employs sentiment and topic analysis on players’ comments to predict mobile game’s download trend. This can help game publisher, to effectively evaluate the next steps on marketing operations.
Originality/value－This study is, to the best of our knowledge, the first attempt to combine Technology Acceptance Model and Sentiment Analysis to Predict mobile game’s download trend in Taiwan.

摘 要 ..................................................... i
ABSTRACT .................................................... ii
誌 謝 ................................................... iii
圖目錄 ..................................................... v
表目錄 .................................................... vi
壹、 緒 論 ..................................................... 1
一、 研究背景 ............................................. 1
二、 研究動機 ............................................. 2
三、 研究目的 ............................................. 3
四、 研究流程與範圍 ....................................... 3
貳、 文獻探討 .................................................. 4
一、 行動遊戲之定義 ....................................... 5
二、 台灣遊戲產業的營運模式 ............................... 5
三、 遊戲玩家對一個遊戲接受度之相關研究 ................... 6
四、 線上口碑研究 ......................................... 7
五、 情緒分析 ............................................. 7
參、 研究方法 .................................................. 8
一、 TAM模型因子分類 ...................................... 8
二、 研究標的與區間 ...................................... 10
三、 資料處理與分析工具 .................................. 11
四、 語料收集與編碼 ...................................... 13
五、 情緒分析與因子分數計算 .............................. 17
肆、 分析與討論 ............................................... 18
一、 使用Sklearn的SVM進行預測 ............................ 18
二、 對離現在最近的評論進行分析 .......................... 19
三、 對離現在最遠的資料進行分析 .......................... 20
四、 以日期為依據分群做分析 .............................. 21
伍、 結 論 ........................................................................................................ 23
一、 學術意涵 ........................................................................................ 23
二、 管理意涵 ........................................................................................ 24
三、 研究限制與建議 ............................................................................ 24
陸、 參考文獻： .............................................................................................. 25
                                

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