本文選題：網(wǎng)店用語　切入點：現(xiàn)狀　出處：《沈陽師范大學》2012年碩士論文　論文類型：學位論文

【摘要】：本文以淘寶網(wǎng)300家服飾類店鋪為研究對象，其中包含2010年銷售量（額）前100名女裝店鋪、前100名男裝店鋪、前100名飾品、配件店鋪，通過對300家店鋪進行語料的搜集、歸類，對網(wǎng)店用語的使用現(xiàn)狀進行了客觀描述，分析了網(wǎng)店用語與社會文化心理的關系，，以及網(wǎng)店用語當前存在的問題。 文章分為三個部分。第一部分對網(wǎng)店用語的使用現(xiàn)狀進行了客觀描述，分別從語音、用詞、語法、修辭等方面特征對網(wǎng)店名及網(wǎng)店介紹類語言展開論述。網(wǎng)店名在語音特征上主要體現(xiàn)在元音構成具有多樣性，音節(jié)構成以三音節(jié)、四音節(jié)為主，其數(shù)量占總數(shù)的40.26%；在詞匯方面，構成類型存在缺失現(xiàn)象，其中通名使用廣泛且豐富；在語法方面，名稱結構類型以偏正式為主，在用字方面體現(xiàn)了組合方式多樣化，以純漢字網(wǎng)店名為主的特點；在修辭方面，較多運用雙聲、疊韻、諧音、比喻、比擬等修辭手法。網(wǎng)店介紹類語言在語音方面體現(xiàn)出韻律和諧，多使用押韻、諧音的特點；在用詞方面，多使用形容詞、語氣詞；在句式方面，多運用單句、祈使句。 第二部分在對網(wǎng)店名、網(wǎng)店介紹類語言使用現(xiàn)狀描述的基礎上，分析了這些使用現(xiàn)狀與消費心理、民俗文化、時代特征等各種社會文化心理因素的關系。研究表明，網(wǎng)店用語的使用與年齡心理、性別心理、求新求奇心理等消費心理有關；商家還會考慮到傳統(tǒng)文化，使網(wǎng)店用語受到趨利避害等思想的影響；同時網(wǎng)店用語的使用也反映了時代變化。 第三部分指出了網(wǎng)店用語存在的問題，并針對這些問題提出了一些意見和建議。通過大量的語料分析，我們發(fā)現(xiàn)當下網(wǎng)店用語存在盲目崇洋、刻意復古、媚俗驅怪的弊病，這些問題需要加強規(guī)范使用語言文字的意識，管理部門應該出臺及時有效的政策、法規(guī)，加強管理及監(jiān)督，使網(wǎng)店用語的使用更加規(guī)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.
【學位授予單位】：沈陽師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H136

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