University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Arts and Humanities / Department of Chinese

近年來傳統線上購物正面臨著一連串的市場困境，如削價競爭、廉價品競爭等，因此導致銷售量之成長趨緩，反觀跨境線上購物卻出現了蓬勃發展的態勢，因而讓跨境線上購物成為驅動經濟活動與國際貿易的新引擎。另一方面，由於跨境線上購物的情境複雜性遠高於傳統的境內線上購物，業者們欲開發一海外新市場，必須先了解該地消費者行為與其購買決策過程後，才能制定出好的商業策略，並且進一步將產品導向的服務轉化成為以顧客導向的服務，才有機會為傳統線上購物之困境另闢生機。因此，引取並了解消費者所體認的內在價值是經營跨境線上購物最重要的成功因素。 本研究將試圖將傳統境內線上購物研究擴展到跨境線上購物議題，藉由文字探勘(Text Mining)分析、語意情感分析與 k-means 分群演算法，挖掘出消費者對於所購買商品之評論的常見內容型態與所購買商品之類別，並試圖找出跨境網購平台上各項因素及商品評論對於產品銷售量間之關連性，提供未來研究者及跨境網購平台業者決策之依據。 / While online shopping websites are facing the difficulties of price and low-quality competition, cross-border online shopping is on a vigorous development trend, showing that cross-border online shopping is an important trend of online shopping field. Due to the complexity of cross-border online shopping is much higher than the traditional domestic online shopping, so understanding the value of cross-border online shopping consumers is the most important success factors. Companies want to develop new markets abroad, must understand the local consumer’s behaviour and their decision-making process in order to make good business strategies. This study uses text mining analytic technology, semantic analysis techniques, and k-means clustering algorithm to identify characteristics of consumers’ reviews and the common categories of goods they purchased. After getting the reason why consumers use cross-border online shopping service and what values they got in this service. Researcher can predict and analyse the evolution and development of cross-border online shopping, provide reference for future online shopping academic studies and online shopping industry’s decision-making.

主題-評論結構(topic-comment)在主題顯著(topic prominent)的語言(如中文)扮演十分重要的角色,尤其是在描述第二語言學習者的中介語時特別重要．但是有關研究,對於中國學生在學習英文時產生的中介語,並沒有對主題-評論結構提供全面且確切的描述．本研究旨在探討中國學生學習英文時所產生的中介語之主題-評論結構, 運用三種測驗來引出中介語—文法判定測驗, 引導寫作測驗, 及翻譯測驗．受試者包含台灣區域位於台北的三所國中挑選的94位國二生,以國一期末考英文成績分為三組．此外,並於政大語視中心挑選14位以英語為母語的外籍生作為本研究的控制組．本研究探討的四種主題-評論結構是由中英文主題結構對比中所產生的, 分別為主題省略(topic drop), 主題移前(topicalization), 主題置左(left-dislocation), 及雙主詞結構(double-subject construction)．本研究所運用的中介語之理論架構是參考三種第二外語習得理論所發展出來的, 分別為第一語言影響(L1 influence), 普遍語法(universal grammar)的存在, 以及附屬集合理論(the Subset Principle)． 研究結果顯示, 第一語言轉換(L1 transfer)在所有程度的學生的中介語當中都十分普遍, 但是普遍語法只有在程度最高的學生的中介語較為明顯．因此本研究推論中介語系統內部運作過程包含三階段, 開始為第一語言轉換, 接著是第一語言轉換及普遍語法並存, 最後階段為普遍語法． / The role that the topic-comment structure plays in a topic prominent language such as Chinese is very important when it comes to SLA learners’ interlanguage. However, the related research has not provided a comprehensive framework in describing topic structures of Chinese EFL learners’ interlanguage. The purpose of this study is to analyze the topic structures in Chinese EFL learners’ interlanguage elicited by three tasks—the grammaticality judgment task, the guided writing task, and the translation task. The subjects include 94 junior high school students chosen from three separate schools in Taipei, Taiwan, and they were divided into three proficiency levels. In addition, 14 native speakers from the language center of NCCU served as the control group. This study investigated four topic structures—topic drop, topicalization, left-dislocation, and double-subject construction—which were determined by a comparative study of Chinese and English topic structures. The current theoretical framework of interlanguage operation is developed from three SLA perspectives—L1 influence, the existence of universal grammar (UG), and the subset principle. Results indicated that L1 transfer was prevalent in all proficiency levels but UG was only obvious in the most advanced level. It was thus inferred that the internal operation of interlanguage system should include three stages—first L1 transfer, then L1 transfer and UG, and finally UG.

University of Macau / Faculty of Arts and Humanities. / Department of Chinese

University of Macau / Faculty of Arts and Humanities. / Department of Chinese

句子的主題具備了串連訊息、引導文句發展的重要功能，然而資料顯示許多外語學習者常因為使用不適當的主題而影響語句的連貫性以及文章的流暢度。本研究透過觀察台灣高中生記敘文的主題類型，分析其在高、中、低分群學生文章中的使用情形來了解主題的選用對文章連貫性以及整體作文品質的影響。 本研究分成初步試驗以及正式研究兩階段，在初步試驗階段我們建立了分析的架構。在正式研究階段，我們採集111位高三學生於課堂上完成的記敘文並交由兩位經過訓練的閱卷老師進行評分，最後結果產生高、中、低分三組學生作文，接著再從每一組的文章中各抽樣10份進行主題類型之分析研究。 分析結果顯示，三組學生作文的主題類型及出現頻率大致雷同，整體而言，學生最喜好使用非標記的名詞主題，卻最少使用標記的分詞+名詞主題。然而進一步分析三組的主題發展情形，卻發現有顯著的組別差異，以高分群為例，其主題多具備銜接上文或有利推進文意的背景資料文字，相較之下，中等或低分群的作文比較容易出現和上下文不相關或中斷文意發展的新主題。 根據本研究的發現，我們建議在英語作文課中介紹句子主題的概念，幫助學生熟悉其類型和功能，期使學生能在記敘文文章中正確使用主題來達到語句連貫，文意流暢的溝通目標。 / Theme plays a significant role in guiding the information flow in text. Nonetheless, there is evidence indicating that many EFL learners often fail to make good choices of theme to secure sentential relationship or writing coherence. Through the observation on the occurrences and distribution of theme types in three levels of student compositions: the high, the middle and the low-rated narratives, the present study aims to investigate the establishment of theme in Taiwanese senior high school students’ narratives in order to gain understanding of theme’s effect on writing coherence and writing quality. The entire study consists of a pilot study and a formal one. The pilot study helps establish the criteria for the main study. In the main study, 111 student compositions were gathered and two raters were recruited and trained for the rating. Based on the rating system, the student compositions are divided into 3 levels. 10 samples from each level were randomly selected for thematic analysis. The result shows that the occurrences and distribution of theme types in the three levels of writing are alike. In general, unmarked NP theme is the most favored by all the students and marked theme Non-fi C + NP is the least desirable. Nonetheless, in terms of the establishment of theme, there are major differences between groups. In particular, the high-rated essays tend to establish a theme that is connected to the theme or the rheme in the preceding discourse or provides background information for the development of the event. In contrast, the mid-or low-rated essays are more likely to establish a theme that is unrelated or disruptive to the progression of the current discourse. Based on the findings of the present study, it is suggested that the notion of theme including its features and functions be incorporated into the teaching of English compositions to help Taiwanese senior high school students identify the characteristics of coherent writing and facilitate coherence in their English narratives.

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese