社群智慧機制在商品創造之研究

Abstract

過去企業在產品開發過程，通常會先建立焦點小組(focus group)或官方論壇收集使用者意見，成為開發下一代產品的依據，不過此種方式屬於利用少數人推估大眾的喜好，而在網路的蓬勃發展之下，越來越多消費者喜歡在網路上發表自己對於產品的使用心得，這也形成了貼近現實社會的外部資源，因此本研究利用群體智慧，收集並且分析社群媒體(social media)上的意見，並且將它整理成為推薦給企業的開發清單，清單分為兩個部分，其一為消費者在購買產品時，優先考量的功能排序，另一項為消費者對於產品各項細部規格的喜好區間，讓企業可以設計出符合大眾需求的產品，另外本研究利用人與人的相互關係及意見發表者的相關檔案，來過濾資訊，以期能獲取更佳的意見品質。

In the traditional product design process, enterprise usually constructs focus group or official website to establish the direction of development. Due to the rapid development of web 2.0 technologies, more and more people use social media to express their personal experiences. It also provides an open and accessible resource to make the enterprise get closer to the customers. Therefore, this research proposes a mechanism that can extract and analyze the collective reviews from the social media and derive insights for enterprise to make decision of next generation product development. In order to better understand the market and make better decisions, this study analyzes the consumers’ preference and recognizes the important people who have related experience in the target products to filter the information.