Analysis On Online Word-Of-Mouth For Customer Satisfaction In Cultural And Creative Industries Of Taiwan-Using Crafts As An Example

This study aims to analyze customers' online word-of-mouth for crafts in Cultural and Creative Industries of Taiwan, and extracts articles from Yahoo and Wretch Blogs by the online writing mining technique. The research scope is from Jan. 1, 2008 to Dec. 31, 2010. The subjects include 2457 valid articles on customers' online word-of-mouth regarding the craft industry of Taiwan. Findings demonstrate that, regarding online word-of-mouth, the most important word-of-mouth items of ceramics, stone craft, wood craft manufacturing, and metal craft is decoration and display of surroundings; while brand is valued in glass craft; and the most important item for consumers of paper craft is cultural characteristics of handicrafts.