問句語用功能在引導式問卷上的應用

The Pragmatic Functions of Questions on Online Inductive Questionnaires for Recommender Systems

姜明秀(Ming-Hsiu Chiang)

指導教授 ： 曹逢甫

國立清華大學/人文社會學院/語言學研究所/碩士(2013年)

摘要

網路問卷已成為今日行銷的方式之一，然而今日線上的傳統型問卷只能間接地探知填答者的背景和想法，透過問卷做引導行銷的技術仍顯不足。本文旨在改良傳統型問卷所缺乏的「互動性」與「引導性」，藉由Web 2.0的互動功能，加上問句的語用功能(pragmatic function)，發展出一套具有互動性的引導型問卷。
問句設計以合作原則(Cooperative Principle)為基本準則，透過孔子、孟子、蘇格拉底、禪宗、教師、推銷員與其聽者的對話做言談分析(discourse analysis)，釐清其使用問句的語用功能、預設(presupposition)與問句順序(question sequence)。
研究結果發現，預設中的議題(agenda)和認知立場(epistemic stance)，皆會影響問句順序。議題廣的問句可作為對話的起頭，來獲取聽話者較多的資訊，議題窄的問句則可作為對話的總結。認知立場則決定問句的疑問程度，立場愈強，疑問程度則愈低。而議題和認知立場二者之間又互為相關，認知立場愈強的問句，議題廣度亦較窄，給予聽話者的選擇較少，壓迫性也較大。因此社會地位較聽話者高 (例如：孔子、禪宗)的引導者，較常使用認知立場強的問句來直接給予引導，反之亦然。
在引導的過程中，說話者常利用縮小議題來做為提示策略，並逐漸強化其認知立場來宣揚理念。另外，相較於孔子、孟子、蘇格拉底、禪宗、教師與聽話者之間僅為知識的傳遞，推銷員和顧客之間，更存在買賣上的利害關係。因此，除了須搭配不同語用功能的問句，在消費者的購買時的心理歷程上，更需以禮貌原則來減輕買賣時對消費者所造成心理壓力。
然而，問卷的引導性需要量化的數據來顯示成效。因此，本研究以「肌膚檢測」為主題，將引導型問卷應用在商品推薦的情境上，與現今網路的傳統型問卷，在二項指標「肌膚問題的自覺性」和「商品推薦的接受性」做比較。從二份問卷中皆發現，「肌膚問題的自覺性」可以提升填答者對「商品推薦的接受性」。而在二項問卷的比較上，引導型問卷比傳統型問卷在整體上更能提升填答者在「肌膚問題的自覺性」。再者，除了女性之外，引導型問卷在指標「商品推薦的接受性」與傳統型問卷並無顯著差異，不過，在引導型問卷中，女性在此指標上比男性高，有保養習慣者亦比無保養習慣者高，住都會者也比住鄉村者高，且都有顯著差異，代表這些族群較容易因引導型問卷的引導而趨向接受商品。
因此，和傳統型問卷相比，引導型問卷不但在整體上能有效提升填答者對肌膚問題的自覺性，在商品推薦上更能區分出不同族群的差異(例如：對女性、有保養習慣者、住都會區者更為有效)，此可做為未來引導型問卷在行銷上的參考方向。

關鍵字

網路引導型問卷 ； 問句語用功能 ； 消費者採購過程 ； 合作原則 ； 行銷 ； 預設 ； 言談分析 ； 問句順序 ； 禮貌原則

並列摘要

Online questionnaires are a common way of marketing. However, most online questionnaires just indirectly gatherinformation.This research aims at improving the lack of interactivity and inductiveness in suchtraditionalquestionnaires. With the use of Web 2.0 technology and inductiveness based onintegrating the pragmatic functions of questions, an inductive questionnaire is thus developed.

Question design is based on the Cooperative Principle. Analyzing the forms of discourse used by Confucius, Mencius, Socrates, Zen masters, teachers, and salespeople, the pragmatic functions of questions, presuppositions, and question sequence are clarified, and then applied in this work.

The resultsshow that the agenda and epistemic stance of presuppositions influence question sequence. Questions with a broad agenda can initiate a conversation, while questions with narrow onecan be placed at the end of conversation as a conclusion. Epistemic stance decides the degree of doubt. Questions with a stronger epistemic stance have a lower degree of doubt. Moreover, agenda and epistemic stance are interrelated. Questions with a strong epistemic stance also have narrow agenda. Such questions give fewer choices for addressees, and thus havemore imposition. Therefore, inductors with higher social status, such as Confucius and Zen masters, often use questions with a strong epistemic stance to give direct inductions.

In the process of induction, the inductors often narrow the agenda as a hinting strategy, and gradually strengthen the epistemic stance to promotetheir ideas. Besides being information propagators like Confucius, Mencius, Socrates, Zen masters, and teachers, salespeople also need to make a bargain with customers. Thus, questions with different pragmatic functions should be integrated into consumer adoption process. In addition, the Politeness Principle is also used to reduce the imposition inherent in such forms of marketing.

However, the inductiveness of questionnaire needs to be examined based on statistical data. Thus, based on the topic of a skin test, we compare the inductive questionnaire with atraditional online questionnairewith regard to the two main indexes of“awareness of skinproblems” and “acceptance ofproduct recommendations.” Both questionnaires show that greater “awareness of skinproblems” can effectively increase “acceptance ofproduct recommendations.”
Moreover, the inductive questionnaire can more effectively raise“awareness of skin problems” than the traditional questionnaire, and the difference between them is significant. Except for females, the inductive and the traditional questionnaires have no significant differences with regard to“acceptance of product recommendations.” However, in the inductive questionnaire, females are more likely to accept product recommendations than males. People with skin care habits are also more likely to accept product recommendations than people without skin care habits. In addition, people living in urban areas are more likely to accept product recommendations than people living in rural areas. The results show that the inductive questionnaire can generally raise the“awareness of skin problems” and increase “acceptance of product recommendations” of specific groups which are more interested in the focal issue.These results can be referenced by future researchers and marketers who aim to develop inductive questionnaires.

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