汉语口语句子产生中语义和语音信息的水平流动

As Levelt and Meyer (2000) noted, because studies of lexical access during multiword utterances production such as phrases and sentences, they raise two novel questions which studies of single word production do not. Firstly, does the access of different words in a sentence occur in a parallel or a serial fashion? Secondly, does the access of the different words in a sentence occur in an interactive or a discrete fashion? The latter question concerns the horizontal information flow (Smith & Wheeldon, 2004), which is a very important aspect of continuous speech production. A variant of the picture–word interference paradigm combining with eye-tracking technique and a dual task paradigm was used in 7 experiments to investigate the horizontal information flow of semantic and phonological information between nouns in spoken Mandarin Chinese sentences. The results suggested that: 1. Before speech onset, semantic information of different words accross the whole sentence has been activated, while phonological activation has been limited within the first phrase of the sentence. 2. Before speech onset, speaker will look ahead and check the semantic information of latter words as the first noun is beening processed, such looking ahead for phonological information can just occur within the first phrase of the sentence. 3. After speech onset, speaker will concentrate on the content words beyond the first one and will check the semantic information of other words with the same sentence. 4. The result suggested that the lexical accesses of multiple words during spoken sentence production are processed in a partly serial and partly parallel manner and stands for the Unit-by-Unit and Incremental view proposed by Levelt (2000). 5. The horizontal information flow during spoken sentence production is not an automatic process and is constrained by cognitive resource.

网上消费者购物动机、点击流行为及其之间的关系

Online shopping has been a growing phenomenon all over the world as well as China in the recent years. Studies on online shopping with clickstream data have become a new research stream. But it is a pity that the online conversion rate is low. Accordingly, we can study on online consumers focusing on their shopping motivation, and put their shopping motivation and clickstream behavior into an integrative frame, study on the both construction and their relationship, and then we can get insight in chinese online consumers. This study has two processes. First, this study will use the questionnaire to explore all kinds of consumers’ online shopping motivation, and then emend the questionnaire and form the ultimate one for the second process. Second, we will simulate a shopping site to get clickstream data, participants need to complete the ultimate questionnaire at the same time. We will analyse the integrated data from two measures, cluster analysis separately, and explore the correspondence between the two cluster methods. Results show that, first, Chinese online shoppers contain five steady motivation factors: usefulness, fashion involvement, ease of use on searching, ease of use on alternative evaluation, ease of use after trade. Fashion involvement is comparatively independent, while the other have correlations between each two. Second, Chinese consumers can be clustered into five steady clusters according to online shopping motivation: functional shoppers, following shoppers, surfing shoppers, conflicting shoppers, e-laggard. The five clusters have significant differences on job, monthly income and online shopping experience of late six months, while have no significant differences on gender, age and education. Third, Chinese consumers can be clustered into five steady clusters according to clickstream data: functional browsers, hedonic browsers, impulsive shoppers, comparative shoppers and knowledge building browsers. The five clusters have significant differences only on age, while have no significant differences on other demographic variables. Fourth, the cluster methods according to motivation and according to clickstream data are two comparatively independent cluster frame, but they have limit correspondence.