隨著網路購物的蓬勃發展，網路客服（線上服務人員與顧客之間的服務互動）應運而生。雖然網路客服不受時間和空間的限制，但是只能通過語言方式實現，因此，線上服務人員的語言溝通技巧和能力對於提升服務互動效果十分重要。
本文基於相關行銷理論與顧客服務之文獻，分析多個來自淘寶網線上客服人員與顧客之間的互動案例，研究探討了五種具有不同特徵的網路語言體在網路客服互動中的運用及所形成的不同互動風格，以及這些互動風格對網路行銷所產生的影響。研究認為，隨著互聯網尤其是移動互聯網技術的成熟，淘寶網上線上客服人員與顧客之間的互動方式已趨多樣化，出現了許多不同風格的語言體，如：淘寶體、暴躁體、咆哮體、蜜糖體、紡紗體等。各種互動方式具有不同的風格特徵，其在淘寶行銷中應用的場合和範圍也由此不同；對進行網路行銷的賣家來說，需要根據企業自身發展戰略、經營產品的特點、特定的消費群體等因素共同決定線上客服人員與消費者之間的互動方式。

With the development of online shopping, online customer service (service interaction between online customer service staff and customers) came into being. Although online customer service is not limited by time and space, it can only be implemented by means of language. Therefore, the communicative skills and abilities of online customer service staff are very important to upgrade service interaction.
Based on the related marketing theories and the literature of customer service, this paper analyzed different linguistic styles of interaction between online customer service staff and customers on Taobao. Researched the uses and linguistic styles of five kinds of network language bodies of different characteristics, and explored the influence which the linguistic styles have on network marketing. There have been many different styles of languages bodies, such as Taobao body, Temper body, Roaring body, Candy body, Spinning body and so on. These various styles, Internet marketing sellers need to determine their interaction styles according to the development strategies of their enterprises, the features of their products, specific customer groups and other factors.

致謝 i
中文摘要 iii
ABSTRACT iv
目錄 v
圖目錄 vii
表目錄 ix
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 理論基礎與文獻探討
第一節 電子商務 4
第二節 線上客服 7
第三節 對線上客服滿意度的影響因素 12
第四節 個性化市場行銷理論 18
第三章 研究方法
第一節 研究設計 20
第二節 研究架構 22
第三節 研究物件 23
第四章 個案分析
第一節 淘寶體 24
第二節 暴躁體 33
第三節 咆哮體 38
第四節 蜜糖體 43
第五節 紡紗體 47
第六節 五種典型語言體風格之比較 51
第五章 結束語
第一節 研究結論 56
第二節 研究限制與未來研究建議 58
參考文獻 59

Andrews, C.C., Karla H. (2002). Online Customer Service Chat: Usability and Sociability Issues, Journal of Internet Marketing, 2 (1), 1–20.
Barnes D., Hinton M., Mieczkowska S.(2008), Enhancing Customer Service Operations in E-Business: The Emotional Dimension, Enhancing Customer Service Operations,1203-1205.
Bart, Y., Venkatesh, S., Fareena, S., Urban, G.L., (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. J. Mark, 69, 133–152.
Beetles, A., Crane, A., (2005). Mapping out the field of gender and buyer-seller relationships: Developing a new perspective. J. Mark Manag, 21 (1–2), 231–250.
Cardon, P.W., Okoro, E., (2009). Professional characteristics communicated by formal versus casual workplace attire. Bus. Commun. Q, 72 (3), 355–360.
Craig M. F.(2006). Service Personnel, Technology, and Their Interaction in Influencing Customer Satisfaction. Decision Sciences, 37, 5-38.
Dabholkar P.A., Dolen W.M.V., Ruyter K. D.(2009), A Dual-Sequence Framework for B2C Relationship Formation: Moderating Effects of Employee Communication Style in Online Group Chat. Psychology & Marketing, 26(2), 145-174.
Marsden P.(2011). Commerce gets social: how your networks are driving what you buy[N]. Social Commerce Today, 01-29(1).
Stephen A T, Toubia O.(2010). Driving value from social commerce networks. Joural of marketing research, 2010,47(2).
Dolen W.M.V., Dabholkar P.A., Ruyter K.D.(2007). Satisfaction with Online Commercial Group Chat: The Influence of Perceived Technology Attributes, Chat Group Characteristics, and Advisor Communication Style. Journal of Retailing, 83(3), 339-358
Dunn, R.A., Guadagno, R.E., (2012). My Avatar and me: Gender and personality predictors of avatar-self discrepancy. Comput. Hum. Behav, 28, 97–106.
Engell, A.D., Haxby, J.V., Todorov, A., (2007). Implicit trustworthiness decisions: Automatic coding of face properties in human amygdala. J. Cognit. Neurosci, 19(9), 1508–1519.
Gefen, D., Straub, D.W., (2007). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32, 407–424.
Gronroos, C. (2000). Service management and marketing: A customer relationship management approach. West Sussex, UK: JohnWiley & Sons.
Gueguen, N., (2009). Man's uniform and receptivity of women to courtship request: Three field experiments with a firefighter's uniform. Eur. J. Soc. Sci., 12 (2), 235–240.
Hassanein, K., Head, M., (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. Int. J. Hum. -Comput. Stud, 65, 689–708.
Hayes, A.F., (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. White paper retrieved from: http://www.afhayes.com/public/process2012.pdf.
Heskett, J. L., Sasser, W. E., Jr., Schlesinger, L. A.（1997）. The service profit chain. New York: Free Press.
Ho Moon, J., Kim, E., Marina Choi, S., Sung, Y., (2013). Keep the social in social media: The role of social interaction in avatar-based virtual shopping. J. Interact. Advert, 13 (1), 14–26.
Holzwarth, M., Janiszewski, C., Neumann, M.M., (2006). The influence of avatars on online consumer shopping behavior. J. Mark, 70, 19–36.
Keeling, K., McGoldrick, P., Beatty, S. (2010). Avatars as salespeople: Communication style, trust, and intentions. Journal of Business Research, 63(8), 793–800.
Köhler, C.F., Rohm, A.J., de Ruyter, K., Wetzels, M.（2011）. Return on interactivity: The impact of online agents on newcomer adjustment. J. Mark, 75, 93–108.
Komiak S., Wang W., Benbasat I.(2005) . Comparing Customer Trust in Virtual Salespersons With Customer Trust in Human Salesperson. Hawaii International Conference on System Sciences.
Kahai, Surinder S. and Robert B. Cooper (1999). “The Effect of Computer-Mediated Communication on Agreement and Acceptance,” Journal of Management Information Systems, 16 (1) 165–188.
Lunardo R., Bressolles G.，Durrieu F. (2016) The Interacting Effect of Virtual Agents’ Gender and Dressing Style on Attractiveness and Subsequent Consumer Online Behavior. Journal of Retailing and Consumer Services, 30, 59–66.
Mattila A. S., Enz C. A.(2005) . The Role of Emotions in Service Encounters. Journal of Service Research, 4(4), 268-277.
Nan, X., Anghelcev, G., Myers, J.R., Sar, S., Faber, R.（2006）. What if a web site can talk? Exploring the persuasive effects of web-based anthropomorphic agents. J. Mass. Commun. Q, 83 (3), 615–631.
Pugh S.D.(2001). Service with a Smile: Emotional Contagion in the Service Encounter, Academy of Management Journal, 44(5), 1018-1027.
Sivaramakrishnan, S.,Wan, F., Tang, Z.(2007). Giving an ‘e-human touch’ to e-tailing: The moderating roles of static information quantity and consumption motive in the effectiveness of an anthropomorphic information agent. J. Interact. Mark, 21 (1), 60–75.
Verhagen T., Van Nes J., Feldberg F.(2014). Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters. Journal of Computer-Mediated Communication, 9, 529–545.
Verhagen, T., Dolen,W. V. (2009). Online purchase intentions: A multi-channel store image perspective. Information & Management, 46(2), 77–82.
Wei-Chi T., Yin-Mei H.(2002). Mechanisms Linking Employee Affective Delivery and Customer Behavioral Intentions. Journal of Applied Psychology, 87（5）, 1001-1008.
Zhang L., Erickson L.B., Webb H.C.(2010). Effects of “Emotional Text” on Line Customer Service Chat.
http://scholarworks.umass.edu/gradconf_hospitality/2011/Presentation/42/.
王長林. 線上和線下服務品質對G2B電子政務滿意度的影響研究——以電子稅務為例[J]. 資訊資源管理學報,2015,03:64-70+77.
王玲. 產品線上服務對製造商網路銷售管道引入的策略探討[J]. 商業經濟研究,2015,20:81-82.
白雲霄,徐傑. 網路行銷對於傳統行銷的競爭優勢分析[J]. 河北工程大學學報(社會科學版),2009,03:42-46.
李梁峰,吳春英. 企業網路行銷戰略的競爭優勢分析[J]. 山西財經大學學報,2007,S2:51-52.
李明曄. 論“淘寶體”常用詞的語用學意義[J]. 語文學刊,2012,14:14-15+27.
車向前. 網路“淘寶體”中稱呼語和語氣詞的人際意義探析[J]. 隴東學院學報,2012,01:67-69.
何愛晶. 意向性視域下的“淘寶體”[J]. 河南大學學報(社會科學版),2012,04:145-151.
何愛晶. 心智哲學視域下的網路語體研究——以“淘寶體”為例[J]. 當代外語研究,2012,08:12-16.
宋亞非. 網路行銷的競爭優勢分析[J]. 東北財經大學學報,2006,01:47-49.
紀曉禕. 從線下到線上服務行業紛紛觸網[J]. 商學院,2013,12:51-52.
來有為，王開前.中國跨境電子商務發展形態、阻礙性因素及其下一步.改革，2014（5）.
吳燕兵,徐勇剛. 社會語言學視角下的“淘寶體”的語體與使用[J]. 佳木斯教育學院學報,2013,07:115-116.
郭鑫. 購物網站服務品質對顧客滿意與忠誠度的影響[J]. 山西財經大學學報,2011,S3:120-121.
郭崢春. 語言模因論視角下的“淘寶體”[J]. 中北大學學報(社會科學版),2012,03:96-99.
孫言梅. 淺析網路語言“淘寶體”的成因機制[J]. 現代語文(學術綜合版),2012,01:134-135.
陳立新. 線上線下一體化服務在圖書館中的應用[J]. 圖書情報導刊,2016,04:86-87.
徐小龍，王方華.基於網路虛擬社群平臺企業行銷戰略模型.經濟管理，2008（1）.
張宜寒. 網路語“淘寶體”的分析[J]. 現代語文(學術綜合版),2012,10:150-151.
張宜寒.現場線上互動創新 置前置後服務增值——首屆全國電子產品(現場線上)採購會紀實[J]. 電子品質,2004,05:62.
楊勇. 論“淘寶體”的語體特徵及其發展趨勢[J]. 學術界,2014,02:171-179+311.
趙岳，譚之博.電子商務、銀行信貸與中小企業融資——一個基於資訊經濟學的理論模型.經濟研究，2012（7）.
廖成林.虛擬行銷中信任關係的影響因素與機制.管理世界，2004（6）.
廖成林，仇明權.虛擬行銷中企業合作關係對企業績效的影響實證分析.科技管理研究，2007（6）.
劉海娟. 線上互動對服裝消費者離線向線上管道遷徙意向的影響研究[D].浙江理工大學,2016.
魏想明.虛擬行銷策略與實施.理論月刊，2014（5）.
盧曉為. 淘寶體語言特點分析[J]. 廣東外語外貿大學學報,2013,06:42-45.
韓慶林.虛擬行銷：值得煙草企業借鑒的行銷模式.特區經濟，2007（12）.
謝波峰.對當前我國電子商務稅收政策若干問題的看法.財貿經濟，2014（11）.
謝光躍. “淘寶體”淺論[J. 文學教育(上),2011,12:146-147.
薛有志，郭永峰.C2C電子商務賣家的競爭戰略研究：基於淘寶網的分析，南開管理評論，2012（5）.
譚曉林，周建華.影響企業電子商務採納的關鍵因素研究.中國軟科學，2013（6）.