| Abstract | 第4-7页 |
| 摘要 | 第8-14页 |
| Introduction | 第14-20页 |
| Chapter One Literature Review | 第20-30页 |
| 1.1 Previous Studies on Netspeak | 第20-25页 |
| 1.2 Previous Studies on Chinese Catchwords on Online Shopping Platform | 第25-28页 |
| 1.3 Summary | 第28-30页 |
| Chapter Two Theoretical Foundation | 第30-44页 |
| 2.1 Theories of Knowledge Structure | 第30-39页 |
| 2.1.1 Frame Semantics | 第31-37页 |
| 2.1.2 Domain | 第37-39页 |
| 2.2 Conceptual Metaphor and Metonymy | 第39-42页 |
| 2.3 Summary | 第42-44页 |
| Chapter Three Characteristics of Chinese Catchwords on online Shopping Platform | 第44-64页 |
| 3.1 Online Shopping Platform | 第44-50页 |
| 3.1.1 Characteristics of Consumers on Online Shopping Platform | 第45-48页 |
| 3.1.2 Characteristics of Purchase Mode | 第48-50页 |
| 3.2 Chinese Catchwords on Online Shopping Platform | 第50-59页 |
| 3.2.1 Phonological Characteristics | 第52-54页 |
| 3.2.2 Morphological Charateristics | 第54-57页 |
| 3.2.3 Rhetorical Characteristics | 第57-59页 |
| 3.3 Motivation of Chinese Catchwords on Online Shopping Platform | 第59-63页 |
| 3.3.1 Factors of Economy and Commerce | 第59-61页 |
| 3.3.2 Factors of Society and Culture | 第61-62页 |
| 3.3.3 Factors of the Users' Psychology | 第62-63页 |
| 3.4 Summary | 第63-64页 |
| Chapter Four Simulation of Online Shopping Frame | 第64-80页 |
| 4.1 Purposes, Principles and Methods of Simulation of Online Shopping Frame | 第64-69页 |
| 4.1.1 Purposes | 第64-65页 |
| 4.1.2 Principles | 第65-68页 |
| 4.1.3 Methods | 第68-69页 |
| 4.2 Simulated Frames | 第69-76页 |
| 4.2.0 General Frame | 第69-70页 |
| 4.2.1 Four Sub-frames | 第70页 |
| 4.2.2 BUYER Sub-frame | 第70-72页 |
| 4.2.3 SELLER Sub-frame | 第72-73页 |
| 4.2.4 GOODS Sub-frame | 第73-75页 |
| 4.2.5 MONEY Sub-frame | 第75-76页 |
| 4.3 Characteristics of ONLINE SHOPPING Frame | 第76-79页 |
| 4.4 Summary | 第79-80页 |
| Chapter Five Profiled Elements of Chinese Catchwords on Online Shopping Platform in Online Shopping Frame | 第80-96页 |
| 5.1 Classification of Chinese Catchwords on Online Shopping Platform | 第80-82页 |
| 5.2 Profiled Elements | 第82-83页 |
| 5.3 Case Study | 第83-94页 |
| 5.3.1 Catchwords Profiling the Identity of the Buyer | 第83-84页 |
| 5.3.2 Catchwords Profiling the Sex of the Buyer | 第84-85页 |
| 5.3.3 Catchwords Profiling the Fashion of the Buyer | 第85页 |
| 5.3.4 Catchwords Profiling the Speed of the Buyers' Action | 第85-88页 |
| 5.3.5 Catchwords Profiling the Way of Sellers' Action | 第88-89页 |
| 5.3.6 Catchwords Profiling the Goal of the Sellers' Action | 第89页 |
| 5.3.7 Catchwords Profiling the Division of Labor of the Seller | 第89-90页 |
| 5.3.8 Catchwords Profiling the Reputation of Visual Shop | 第90-91页 |
| 5.3.9 Catchwords Profiling the Popularity of Goods | 第91-92页 |
| 5.3.10 Catchwords Profiling the Sales Volume of the Goods | 第92-93页 |
| 5.3.11 Catchwords Profiling the Way of Payment | 第93页 |
| 5.3.12 Catchwords Profiling the Kindness between the Sellers and Buyers | 第93-94页 |
| 5.4 Summary | 第94-96页 |
| Conclusion | 第96-102页 |
| Bibliography | 第102-108页 |
| Appendix | 第108-110页 |
| Acknowledgements | 第110-112页 |
