Attitudinal Resources in Customers'Remarks in CSC and Their Impacts on Potential Customers'Purchase Decisions

Based on the authentic data retrieved from Taobao.com,this paper takes a trans-disciplinary perspective and applies Appraisal Theory to examine the distribution pattern of attitudinal resources in customers'remarks at e-commercial customer service center and the realization of interpersonal meaning.The theory of consumptive psychology is then employed to explore how attitudinal resources are utilized to influence potential customers'psychology and purchasing orientation,with an aim to present some constructive suggestions for them to make rational decisions when shopping online.The results indicate that,among the three categories of attitudinal resources,appreciation resources take up the largest proportion in the customers'positive, neutral and negative remarks, followed in turn by affect and judgment resources.Attitudinal resources are realized at both the lexical and clausal levels.They can provide potential customers with information on goods and services and are thus closely related to potential customers'psychology and purchasing orientation.When shopping online,potential customers should be rational in handling attitudinal resources so as to make rational purchase decisions.