- 學位論文
台灣和美國的網路行銷語言策略
Online Marketing Language Strategies between Taiwanese Chinese and American English
摘要
針對網路拍賣的研究顯示，上網瀏覽拍賣的使用者正逐年增加。此現象已引起許多商學研究者的興趣。然而，有相當少的歷史文獻是研究關於言談分析中的網路行銷語言策略，特別是對於不同文化間的語言行銷特性分析。因此，本研究旨在探討不同文化的賣家如何在網路拍賣中使用行銷的語言策略去提高顧客的購買慾。 研究方法採用言談分析的方式進行質性研究。研究語料總計蒐集二十四篇關於筆記型電腦的網路拍賣廣告：台灣以及美國的拍賣各蒐集十二篇。並根據Vande Kopple (1985)的metadiscourse為理論基礎，深入地分析探討行銷的語文形式，以及賣家如何藉由文字來影響顧客對產品的觀感，並採用Mauranen (1993)的讀者導向態度 (A reader-oriented attitude)去觀察賣家如何利用metadiscourse進而達到銷售的目的。 研究結果顯示，即使不同文化的拍賣文體表現出不同的語言實現 (Linguistic realizations)，但是其行銷本質是不受文化、地域影響的。關鍵在於建立顧客對產品價值的認同以及滿足顧客對產品的需求。總結而言，此研究希望能展現不同文化間的行銷特性，提供專業的語言行銷框架，讓企業以及個人進一步了解行銷策略。
並列摘要
According to surveys conducted to investigate online shopping, the number of net users browsing online shopping websites is increasing year by year. The phenomenon has interested many business researchers. Given the prevalence of the development in online business transactions, little attention has been paid concerning online marketing language strategies in discourse analysis, especially the analysis regarding the characteristics of cross-linguistic marketing tactics. Therefore, the objective of this thesis aims at exploring how sellers with various linguistic backgrounds employ marketing language resources in online shopping discourse to raise the incentives for consumers to purchase products. The method to carry out this study is under the framework of discourse analysis while qualitative data analysis is performed. The data consisted of twenty-four texts taken from online shopping advertisements for laptop computers; twelve advertisements each for Taiwanese and American groups, respectively. The analysis of data is done by means of metadiscourse proposed by Vande Kopple (1985). The linguistic forms of the marketing language and how sellers affect consumers’ impression on products are analyzed in depth. A reader-oriented attitude proposed by Mauranen (1993) is then used to support how metadiscourse devices are performed to achieve the purpose of marketing. The findings reveal that online shopping advertisements in cross-linguistic discourses have variant linguistic realizations. The nature of marketing by building up consumers’ value and satisfying consumers’ need to the product seem to be less influenced by cultures and regions. This study hopes to demonstrate the cross-linguistic marketing language strategies, providing professional marketing language framework for individuals and industrials for a deeper understanding.