The Study of Text Mining on Online Community Two-step flow of communication

[[abstract]]現今網路無遠弗屆，隨著資訊科技不斷進步，網際網?基礎環境逐漸成熟，人與人之間面對面溝通或社交行為逐漸成為網路作業，可以透過網路為媒介，使得訊息的傳輸?為方?性及可讀性，藉由多元形式接收或消費者訊息與體驗。因此，人們常在網路上發表文章，以交互訊息，在創新思考的經濟時代，過去傳統知?管道已經無法滿足使用者對於知?的求知慾望，網路科技發展的成熟，消費者可以使用搜尋引擎等網路工具搜尋產品的相關資訊，並透過網路上的各種方式如網路社群、產業入口網站討論區等傳播。這樣的網路平台上有很多種類的口碑資訊，網路平台提供了成員彼此之間相關資訊服務或交換產品訊息的管道，因此，網際網?成為消費者資訊搜尋的主要?源，電子口碑從那時候以來就被認為是影響決策的主要因素，基於人們消費行為易受到參考團體的影響，口碑傳播因而成為次文化行銷中最為普遍採用的方式，其特點在於意見領袖的資訊過濾與散播，透過意見領袖與意見接收者的雙向溝通，進而影響消費行為。本研究蒐集2014年～2015年3月間，由Mobile01社群進行全文探勘，並採用NetBeans7.4與SPSS20分析，另以兩級傳播為基礎，使用全文探勘工具探討手機社群中核心關鍵詞、?級傳播實際發展的情形、成員間口耳相傳的情況、意見領袖與追隨者，是否存在著影響消費者們對於手機業者的評價效果及品牌之定位。[[abstract]]With the development of information technology Internet based on environment gradually mature than before It has gradually become a network operation for the face of human communication or social behavior through the internet as a medium it is more convenience and readability for the transmission of messages also receive regarding information of consumer experience through multiple forms So people often publish articles on the internet to exchange information in the innovation economy traditional knowledge pipeline has been unable to be satisfied with the users' knowledge desire network science and technology development consumers can use search engines and other network tools to search for information about products and it shares some information about the product by the network of various ways such as the network community industry portal site discussion area and other communication There are many kinds of word of mouth(WOM) information on such a network platform the network platform provides a conduit for the information service or exchange of information between members of one another Therefore the Internet has become the main sources of consumer information search electronic word of mouth(e-WOM) has been considered to be the main factor affecting the decision-making since then the influence of reference groups on the behavior of people's consumption word of mouth(WOM) is the most commonly used in the culture marketing information filtering and dissemination of opinion leaders two-way communication between the opinion leaders and the receivers and then affect consumer behavior This study collects information for 2014 to 2015-March they use two text mining method of NetBeans7 and SPSS20 whose analysis community of Mobile01 This study is based on two-step flow of communication and use text mining tools to analysis on cell phone community core keyword two-step flow of communication the actual development of the case members word of mouth(WOM) legend has it that case opinion leaders and followers whether there is an impact on consumers' evaluation of the mobile phone industry and brand positionin