| 摘要: | 隨著Google餐廳評論的崛起，消費者不再需要親身嘗試就能避免對飲食體驗的失望，同時，這也為行業競爭助力，進一步促使市場自然淘汰不合格的經營者。然而，隨著時間推移，這種評論機制的本意卻似乎已被扭曲，許多業者透過行銷活動誘導消費者提供非客觀的評論，使得人們對Google評論的信賴度日漸下滑。因此，本研究旨在探討如何利用機器學習技術構建一種能過濾誘導性評論的機制，以提升社群經營策略的效果。
本研究以新竹地區的Google餐廳評論為研究對象，利用四種特徵工程方法，分別是Word2Vec模型、FastText模型、TF-IDF，以及三種綜合方法，從大量的評論中篩選出具有誘導性的特徵詞彙集。繼而，我們使用三種不同的文本向量化方法，包括TF-IDF、BoW和BERT模型，最終以SVM模型作為分類器，建立了一個誘導性評論檢測模型。
研究結果顯示，以TF-IDF辨識相似特徵詞彙，並使用TF-IDF進行文本向量化後，配合SVM模型進行預測的效果最佳。該模型的Precision、Recall、和F1 Score均達到80%以上，且AUC-ROC高達93.31%。根據我們的實驗結果，如果新竹地區的餐廳在Google評論中的評論內容包含這些特徵詞彙，則該評論的可信度值得質疑，相對地，該餐廳在Google評論的星級也可能失去其客觀性。;With the rise of Google restaurant reviews, consumers can avoid the disappointment of dining experiences without the need for first-hand trials, simultaneously driving industry competition and facilitating the natural elimination of unfit businesses from the market. However, as time goes by, this intended purpose of the review system seems to have been distorted, with many operators inducing consumers to provide non-objective reviews through marketing activities, leading to a gradual decline in people′s trust in Google reviews. Therefore, this study aims to explore how to use machine learning techniques to construct a mechanism that can filter out inducive reviews, thereby enhancing the effectiveness of community management strategies.
This research takes Google restaurant reviews in the Hsinchu area as the subject of study, using four feature engineering methods, namely Word2Vec model, FastText model, TF-IDF, and three composite methods, to screen out a collection of inducive feature words from a large number of reviews. Subsequently, we use three different text vectorization methods, including TF-IDF, BoW, and BERT models, and finally, we construct an inducive review detection model with the SVM model as the classifier.
The research results reveal that the best predictive effect is achieved by using TF-IDF to identify similar feature words, using TF-IDF for text vectorization, and then using the SVM model for prediction. The Precision, Recall, and F1 Score of this model all exceed 80%, and the AUC-ROC reaches as high as 93.31%. According to our experimental results, if the review content of a restaurant in the Hsinchu area contains these feature words in Google reviews, then the credibility of the review deserves to be questioned, and the star rating of the restaurant on Google reviews may also lose its objectivity. |
