网店用语使用现状调查研究

发布时间：2018-03-06 09:02

本文选题：网店用语　切入点：现状　出处：《沈阳师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：本文以淘宝网300家服饰类店铺为研究对象，其中包含2010年销售量（额）前100名女装店铺、前100名男装店铺、前100名饰品、配件店铺，通过对300家店铺进行语料的搜集、归类，对网店用语的使用现状进行了客观描述，分析了网店用语与社会文化心理的关系，，以及网店用语当前存在的问题。文章分为三个部分。第一部分对网店用语的使用现状进行了客观描述，分别从语音、用词、语法、修辞等方面特征对网店名及网店介绍类语言展开论述。网店名在语音特征上主要体现在元音构成具有多样性，音节构成以三音节、四音节为主，其数量占总数的40.26%；在词汇方面，构成类型存在缺失现象，其中通名使用广泛且丰富；在语法方面，名称结构类型以偏正式为主，在用字方面体现了组合方式多样化，以纯汉字网店名为主的特点；在修辞方面，较多运用双声、叠韵、谐音、比喻、比拟等修辞手法。网店介绍类语言在语音方面体现出韵律和谐，多使用押韵、谐音的特点；在用词方面，多使用形容词、语气词；在句式方面，多运用单句、祈使句。第二部分在对网店名、网店介绍类语言使用现状描述的基础上，分析了这些使用现状与消费心理、民俗文化、时代特征等各种社会文化心理因素的关系。研究表明，网店用语的使用与年龄心理、性别心理、求新求奇心理等消费心理有关；商家还会考虑到传统文化，使网店用语受到趋利避害等思想的影响；同时网店用语的使用也反映了时代变化。第三部分指出了网店用语存在的问题，并针对这些问题提出了一些意见和建议。通过大量的语料分析，我们发现当下网店用语存在盲目崇洋、刻意复古、媚俗驱怪的弊病，这些问题需要加强规范使用语言文字的意识，管理部门应该出台及时有效的政策、法规，加强管理及监督，使网店用语的使用更加规范。
[Abstract]:This article takes Taobao 300 clothing shops as the research object, including the top 100 women's clothing stores in 2010 sales volume, the top 100 men's clothing stores, the top 100 ornaments, the accessories stores, through the language corpus collection, the classification to 300 stores, This paper gives an objective description of the current situation of the use of online shop terms, analyzes the relationship between online shop terms and social cultural psychology, and the problems existing in online shop terms. The article is divided into three parts. The first part gives an objective description of the use of online store terms, respectively from the pronunciation, words, grammar, The phonological features of online shop name are mainly reflected in the diversity of vowel formation, the syllable is mainly three-syllable and four-syllable, and its number accounts for 40.26% of the total. In grammatical aspect, the type of name structure is mainly partial formality, and in the aspect of word use, it embodies the characteristics of combination, which is mainly composed of pure Chinese characters' online shop name, and in the aspect of rhetoric, it has the following characteristics: (1) the lack of the form of composition, in which the generic name is widely used and abundant; More use of double tone, rhyme, homophony, metaphor, analogy and other rhetorical devices. Online shop introduction language in the phonetic aspects of the embodiment of rhythm harmony, more use of rhyme, homophonic characteristics, in terms of words, the use of adjectives, mood words; In the sentence structure, use more single sentence, imperative sentence. In the second part, on the basis of describing the status quo of the use of online shop name and language, the author analyzes the relationship between the usage status and various social and cultural psychological factors, such as consumer psychology, folk culture, and the characteristics of the times. The use of online shop terms is related to the consumption psychology such as age psychology, gender psychology, novelty seeking psychology, etc. The merchants will also take into account the traditional culture, so that the online shop language will be influenced by the idea of seeking advantages and avoiding disadvantages. At the same time, the use of online store terms also reflects the changes of the times. The third part points out the problems existing in the online shop language, and puts forward some suggestions and suggestions in view of these problems. Through the analysis of a large number of language materials, we find that there are blind worship of foreign language, deliberate restoration of the ancient times, vulgar exorcism, and so on. These problems need to strengthen the consciousness of standardizing the use of language and characters, and the management department should issue timely and effective policies, laws and regulations, strengthen management and supervision, and make the use of online store language more standardized.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H136

【参考文献】