| ACKNOWLEDGEMENTS | 第8-9页 |
| ABSTRACT | 第9页 |
| 摘要 | 第10-14页 |
| CONTENTSCHAPTER IINTRODUCTION | 第14-18页 |
| 1.1 Research Background | 第14-15页 |
| 1.2 Objectives and Significance | 第15-16页 |
| 1.3 Organization of the Thesis | 第16-18页 |
| CHAPTER II LITERATURE REVIEW | 第18-38页 |
| 2.1 Politeness Theory | 第18-21页 |
| 2.1.1 Brown and Levinson’s Politeness Theory | 第18-19页 |
| 2.1.2 Leech’s Framework of Politeness | 第19-21页 |
| 2.2 Speech Act Theory | 第21-22页 |
| 2.3 Complaint as a Speech Act | 第22-27页 |
| 2.3.1 The Definition of Complaints | 第22-24页 |
| 2.3.2 The Classification of Complaints | 第24-26页 |
| 2.3.3 The Classification of Complaint Strategies | 第26-27页 |
| 2.4 Relevant Studies of Complaint | 第27-35页 |
| 2.4.1 Relevant Studies Abroad | 第27-30页 |
| 2.4.2 Relevant Studies At Home | 第30-33页 |
| 2.4.3 Studies of Consumer Complaint | 第33-35页 |
| 2.5 Studies of Complaint-Responses | 第35-37页 |
| 2.6 The Limitation of the Prior Studies | 第37-38页 |
| CHAPTER III RESEARCH METHODOLOGY | 第38-43页 |
| 3.1 Research Questions | 第38页 |
| 3.2 Subjects and Data Collection | 第38-41页 |
| 3.3 Research Instruments | 第41页 |
| 3.4 Procedure of Data Analysis | 第41-43页 |
| CHAPTER IV ANALYSIS AND DISCUSSION | 第43-81页 |
| 4.1 Distribution of Complaints | 第43-45页 |
| 4.2 Realization Patterns of Complaints and Complaint Responses | 第45-63页 |
| 4.2.1 Realization Patterns of Complaints | 第45-57页 |
| 4.2.2 Realization Patterns of Complaint Responses | 第57-63页 |
| 4.3 The Features of Complaints | 第63-73页 |
| 4.3.1 The Speech Acts to Which Complaints Occur as a“speech act set” | 第63-64页 |
| 4.3.2 Typical Examples of the Speech Act of Compliment | 第64-67页 |
| 4.3.3 Typical Examples of the Speech Act of Suggestion | 第67-69页 |
| 4.3.4 The Proportion of Direct and Indirect Complaints | 第69-73页 |
| 4.4 The Features of Complaint-responses | 第73-75页 |
| 4.5 Strategies to Deal with Consumer Complaints Online | 第75-81页 |
| 4.5.1 Guide Customers to Build a Reasonable Expectation | 第75-77页 |
| 4.5.2 Manage the Customers in Classification | 第77-79页 |
| 4.5.3 Strengthen the Communication with Customers | 第79页 |
| 4.5.4 Normalize the Means for Complaining | 第79-81页 |
| CHAPTER V CONCLUSION | 第81-86页 |
| 5.1 Findings and Contributions | 第81-84页 |
| 5.2 Limitations | 第84-85页 |
| 5.3 Suggestions for Further Research | 第85-86页 |
| REFERENCES | 第86-93页 |
| APPENDIX | 第93-102页 |
