國立屏東大學學報:管理類  2023/12
第六期 (Vol.6)    
 
新冠疫情對台灣四個產業之影響:事件研究與社群口碑  
The Impact of COVID-19 Pandemic on Four Taiwan Industries: Event Study and Word-of-Mouth
陳怡芳
I-Fang Chen
何怡滿
Emily Ho
中文摘要
本文探討新冠疫情對於台灣生技醫療業、觀光業、電腦及週邊設備業、航空運輸業等四個產業之影響,首先採用事件研究法進行分析,以2020年1月15日衛生福利部將新冠肺炎列為第五類法定傳染病作為事件日,分析這些產業在事件日前後各事件窗口是否有顯著的累積平均異常報酬。結果顯示上櫃電腦及週邊設備業以及上市航空運輸業,在事件日前與事件日後皆有顯著負向累積平均異常報酬;上市生技醫療業在事件日前有顯著負向累積平均異常報酬;上市(櫃)觀光業則是在事件日後有顯著負向累積平均異常報酬。
接下來採用迴歸分析探討在新冠疫情期間,社群口碑情緒指標對於產業指數報酬率之影響,研究結果發現正面情緒、正負情緒比與總聲量對上櫃生技醫療業指數報酬有顯著正向影響;正面情緒與總聲量對上市航空運輸業指數報酬有顯著正向影響;然而,情緒指標對於上市生技醫療業、上市(櫃)觀光業、上市(櫃)電腦及週邊設備業等指數報酬則無顯著影響。
中文關鍵字新冠肺炎疫情;事件研究法;累積平均異常報酬;社群口碑

英文摘要
This article discussed the impact of COVID-19 pandemic on four industries including the biotechnology and medical care industry, tourism industry, computer and peripheral equipment industry, and shipping and transportation industry. First, the event study method was used to analyze the cumulative average abnormal returns under different event windows surrounding the event day. The event day was January 15, 2020 which the Ministry of Health and Welfare declared that COVID-19 was included in the fifth category of notifiable infectious disease. The results showed that the OTC listed stocks of computer and peripheral equipment industry and exchange listed stocks of shipping and transportation industry have significant negative cumulative average abnormal returns (CAAR) under all the event windows. The stocks of exchange listed biotechnology and medical industry have significant negative CAAR before the event day, but the stocks of exchange (OTC) listed stocks have significant negative CAAR after the event day.
Next, the impacts of sentiment indicators of word-of-mouth on the index returns of industries were examined by regression models during the times of COVID-19. The results found that positive sentiment, positive-to-negative sentiment ratio, and total voice volume have significant positive impacts on the index returns of OTC listed biotechnology and medical industry. Positive sentiment and total voice volume have significant positive impacts on the index returns of exchange listed shipping and transportation industry. However, sentiment indicators do not have significant impact on the index returns of exchange listed biotechnology and medical industry, exchange (OTC) listed tourism industry, exchange (OTC) listed computer and peripheral equipment industry.
英文關鍵字COVID-19 pandemic;event study;cumulative average abnormal return;word-of-mouth