2020 年受到新冠疫情的影響，民眾的生活習慣出現了大幅的改變。為避免 感染病毒，消費者漸漸降低去實體通路的頻率，轉而在電商平台購買生活必需 品。根據財政部公布的電子發票資料顯示，主要電商平台於 2 月份的銷售金額 達到 138.5 億元新台幣，較去年同期成長約 4 成(劉麗惠，2020)。然而隨著更 多民眾開始在網路上購買商品，網路購物假貨氾濫的問題也日益嚴重。根據行 政院消保處所公布之「電商消費爭議總申訴量」資料，六大電商，分別為蝦皮 購物、momo 購物、PChome、露天市集、Yahoo 奇摩購物中心與東森易購，於 2020 年合計獲得 4,243 件的消費者申訴，較去年成長 45.2%。其中，作為 C2C 交易平台的「蝦皮購物」獲得高達 2,029 件申訴，相較去年增幅達到 65%，幾 乎佔去了總申訴案件的一半(陳冠榮，2021)。
由於 C2C 交易平台的性質，允許身為一般顧客我們也能夠在該平台開設商 店並販售商品。因此，在賣家人數眾多的情況下，C2C 電商平台較難一一瞭解 並控管個別賣家貨源狀況。因此，本次研究將蒐集蝦皮「美妝保健」分類中， 多位賣家所獲得之顧客評論，並以此建立「偵測假貨」之情感分析模型。希望 未來能將該模型應用於 C2C 電商平台，降低未來顧客受騙上當之事件。
Under the influence of Covid-19, consumer behavior changes dramatically. Nowadays, consumers tend to buy daily necessities online in order to prevent spread Covid-19. According to the data released by ministry of finance, the total revenue of the major E-commerce brands was estimated to reach 13.8 billion New Taiwan dollars in February, 2020. The total revenue of the major E-commerce brands was estimated to increase by 40% compared to last year. However, as more and more people start to go online shopping, it also fueled a rapid increase in the trade of counterfeit products on the e-commerce. According to the data released by department of consumer protection, there were about 4,243 E-commerce disputes between sellers and buyers in 2020. The number of disputes increased by 65% compared the last year. Among all the major E- commerce brands, Shopee was accounted for more than half of the disputes.
As a C2C e-commerce, Shopee allows everyone to open their own stores on its platform, which appealed to a great number of sellers to sell products on their platform. However, having so many seller selling products on their platform also causes lots of trouble to Shopee when it comes to checking the source credibility of the products sold on its platform. Hence, in this research, I will collect consumer reviews from sellers in the “beauty” category and use the reviews to build sentiment analysis model which was built to detect potential counterfeit products. This research aims to solve the problem of counterfeit products on C2C E-commerce with this sentiment analysis model.
