타오바오(淘宝) 용어 특징 연구

This study investigates the unique linguistic phenomena that have emerged and are widely used on Taobao, China’s largest online shopping platform, with a focus on their characteristics and functions. Today, online shopping malls go beyond being mere spaces for product transactions and have become venues where consumers, sellers, and broader online communities continuously communicate and create new forms of linguistic culture. In particular, Taobao holds a dominant position in the Chinese e-commerce market, and the language that has developed within it carries significant social and cultural influence, which highlights its academic value. For the purpose of analysis, this research collected frequently used expressions on Taobao and categorized them into four groups: terms of address, product descriptions and advertising expressions, buyer credit ratings and product reviews, and consumer behavior patterns. The study further examined the semantic characteristics, syllabic features, and word-formation processes of these terms, while also exploring the sociolinguistic mechanisms underlying their creation and development. The findings reveal that linguistic factors such as the principle of linguistic economy and substitution mechanisms play a crucial role, whereas social factors—particularly the online shopping environment designed to stimulate consumer psychology—strongly influence the emergence of these expressions. The analysis demonstrates that Taobao-specific language is not merely a set of internet neologisms or slang, but rather a linguistic phenomenon shaped and developed by consumer psychology and the contextual dynamics of e-commerce. Accordingly, this study contributes to internet language research by analyzing a distinctive linguistic phenomenon that arises specifically within online shopping platforms. Furthermore, its findings can serve as practical resources in Chinese language education as well as foundational materials for research in marketing strategies and consumer communication within the field of e-commerce.