沟通风格文献综述
Literature Review on Communication Styles
DOI: 10.12677/SSEM.2023.125048, PDF,   
作者: 高宇航, 涂剑波：北方工业大学经济管理学院，北京
关键词: 沟通风格；任务导向；社会导向；Communication Style； Task Oriented； Social Oriented
摘要: 沟通风格是从领导风格衍生而来的，是描述销售场景中销售人员与顾客沟通时的互动模型，沟通作为最为重要的交流手段，在销售场景中对营销成功与否有着至关重要的作用，自这一概念产生以来就有很多的学者对其进行了研究，但是就目前而言国内对于这一概念的研究还是相对较少的，但是在不同的文化背景下的沟通风格是有巨大差异的，中国应当有自己的沟通风格的研究，同时国内关于流媒体、社交媒体的迅速发展，沟通不再仅仅发生在面对面的交流中，中国有研究网络中沟通风格的现实背景，因此笔者将过去国外学者对于沟通风格的研究进行了一个详细的梳理，以期望能够为国内营销领域中沟通风格的研究扩展研究角度。本文采用文献资料法，从沟通风格的概念界定、维度划分、影响因素三个方面对国内外的主要研究成果进行了系统的梳理和评析。
Abstract: Communication style is derived from leadership style and is an interactive model that describes the communication between sales personnel and customers in sales scenarios. Communication, as the most important means of communication, plays a crucial role in the success of marketing in sales scenarios. Since its inception, many scholars have studied this concept, but currently there is relatively little research on this concept in China, however, communication styles vary greatly in different cultural backgrounds. China should have its own research on communication styles. At the same time, with the rapid development of streaming media and social media in China, communication no longer only occurs in face-to-face communication. China has a practical background for studying communication styles in the internet. Therefore, the author has conducted a detailed review of previous research on communication styles by foreign scholars. We hope to expand our research perspective on communication style in the field of domestic marketing. This article uses the literature review method to systematically review and analyze the main research achievements at home and abroad from three aspects: the definition of communication style concept, dimension division, and influencing factors.
文章引用：高宇航, 涂剑波. 沟通风格文献综述[J]. 服务科学和管理, 2023, 12(5): 379-386. https://doi.org/10.12677/SSEM.2023.125048

参考文献

[1] Sheth, J.M. (1976) Buyer-Seller Interaction: A Conceptual Framework. In: Anderson, B.B., Ed., Advances in Consumer Research, Vol. 3, Association for Consumer Research, Cincinnati, 382-386.
[2] McQueen, G. (2015) 3 Management Mistakes That Could Destroy Professional Services Businesses. Entrepreneur, No. 16.
[3] Yang, J., Zheng, R., Zhao, L. and Gupta, S. (2017) Enhancing Customer Brand Experience and Loyalty through Enterprise Microblogs: Empirical Evidence from a Communication Framework Perspective. Information Technology and People, 30, 580-601. [Google Scholar] [CrossRef] 
[4] Norton, R.W. (1978) Foundation of a Communicator Style Con-struct. Human Communication Research, 4, 99-112. [Google Scholar] [CrossRef] 
[5] Chłopicki, W. (2017) Communication Styles—An Over-view. Styles of Communication, 9, 9-25.
[6] Brzozowska, D. and Chłopicki, W. (2015) Culture’s Software: Communi-cation Styles. Cambridge Scholars Publishing, Newcastle upon Tyne.
[7] Pânişoară, G., Sandu, C., Pânişoară, I.-O. and Duţă, N. (2015) Comparative Study Regarding Communication Styles of the Students. Procedia—Social and Be-havioral Sciences, 186, 202-208. [Google Scholar] [CrossRef] 
[8] Sarhadi, M. (2016) Comparing Communication Style within Project Teams of Three Project-Oriented Organizations in Iran. Procedia—Social and Be-havioral Sciences, 226, 226-235. [Google Scholar] [CrossRef] 
[9] Burgoon, J.K., Burgoon, M., Miller, G.R. and Sunnafrank, M. (1981) Learning Theory Approaches to Persuasion. Human Communication Research, 7, 161-179. [Google Scholar] [CrossRef] 
[10] Sheth, J.N. (1975) Buyer-Seller Interaction: A Conceptual Framework. Advances in Consumer Research, 3, 131-140.
[11] Williams, K.C. and Spiro, R.L. (1985) Communication Style in the Salesperson-Customer Dyad. Journal of Marketing Research, 22, 434-442. [Google Scholar] [CrossRef] 
[12] Crosby, L., Evans, K. and Cowles, D. (1990) Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54, 68-81. [Google Scholar] [CrossRef] 
[13] Mehrabian, A. (1966) Immediacy: An Indicator of Attitudes in Linguistic Communication. Journal of Personality, 34, 26-34. [Google Scholar] [CrossRef] [PubMed]
[14] Campbell, M.C. and Kirmani, A. (2000) Consumers’ Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27, 69-83. [Google Scholar] [CrossRef] 
[15] Sujan, M., Bettman, J.R. and Sujan, H. (1986) Effects of Consumer Expecta-tions on Information Processing in Selling Encounters. Journal of Marketing Research, 23, 346-353. [Google Scholar] [CrossRef] 
[16] Wong, C.L. and Tjosvold, D. (1995) Goal Interdependence and Quality in Services Marketing. Psychology and Marketing, 12, 189-205. [Google Scholar] [CrossRef] 
[17] Webster, C. and Sundaram, D.S. (1998) Service Consumption Criti-cality in Failure Recovery. Journal of Business Research, 41, 153-160. [Google Scholar] [CrossRef] 
[18] Ben-Sira, Z. (1980) Affective and Instrumental Components in the Physician-Patient Relationship: An Additional Dimension of Interaction Theory. Journal of Health and Social Be-havior, 21, 170-180. [Google Scholar] [CrossRef] 
[19] Reece, B.L. and Brandt, R. (2005) Effective Human Relations: Personal and Organizational Application. Houghton Mifflin Company, Boston.
[20] Baron, N.S. (2003) Language of the Internet. In: Farghali, A. (Ed.), The Stanford Handbook for Language Engineers, CSLI Publications, Stanford, 59-127.
[21] McArthur, T. (2003) Concise Oxford Companion to the English Language. Oxford University Press, Oxford.
[22] Weiling, Y. and Tianfeng, S. (2020) How a Cute Logo Can Improve the Perceived Quality of a Product. Nankai Business Review, 23, 118-130.
[23] Tversky, A. and Kahneman, D. (1986) Rational Choice and the Framing of Decisions. The Journal of Business, 59, S251-S278. [Google Scholar] [CrossRef] 
[24] Berscheid, E. (1994) Interpersonal Relationships. Annual Review of Psychology, 45, 79-129. [Google Scholar] [CrossRef] 
[25] Dabholkar, P.A., van Dolen, W.M. and de Ruyter, K. (2009) A Dual-Sequence Framework for B2C Relationship Formation: Moderating Effects of Employee Communication Style in Online Group Chat. Psychology and Marketing, 26, 145-174. [Google Scholar] [CrossRef] 
[26] Verhagen, T., Van Nes, J., Feldberg, F. and Van Dolen, W. (2014) Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters. Journal of Computer-Mediated Communication, 19, 529-545. [Google Scholar] [CrossRef] 
[27] Urea, R. and Muscalu, A. (2012) Professional Motivational Structures Reflected in the Communication Style. Procedia—Social and Behavioral Sciences, 47, 699-703. [Google Scholar] [CrossRef] 
[28] Hall, E.T. and Hall, M.R. (1990) Hidden Differences: Doing Business with the Japanese. Anchor Books/Doubleday, New York.
[29] Gudykunst, W.B. and Ting-Toomey, S. (1988) Culture and Interpersonal Communication. Sage, Newbury Park.
[30] Zhang, X., Tao, W. and Kim, S. (2014) A Comparative Study on Global Brands’ Micro Blogs between China and USA: Focusing on Communi-cation Styles and Branding Strategies. International Journal of Strategic Communication, 8, 231-249. [Google Scholar] [CrossRef] 
[31] Giles, H., Coupland, N. and Coupland, J. (1991) Accommo-dation Theory: Communication. In: Giles, H., Coupland, J. and Coupland, N., Eds., Context and Consequence, Cam-bridge University Press, Cambridge, 1-68. [Google Scholar] [CrossRef] 
[32] Ball, D., Coelho, P.S. and Machas, A. (2004) The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSI Model. European Journal of Marketing, 38, 1272-1293. [Google Scholar] [CrossRef] 
[33] Berger, C.R. and Calabrese, R.J. (1975) Some Explorations in Initial Interaction and Beyond: Toward a Developmental Theory of Interpersonal Communication. Human Communica-tion Research, 1, 99-112. [Google Scholar] [CrossRef] 
[34] Knobloch, L.K. (2008) Uncertainty Reduction Theory: Communicating under Conditions of Ambiguity. In: Baxter, L.A. and Braithwaite, D.O., Eds., Engaging Theories in In-terpersonal Communication: Multiple Perspectives, Sage, Thousand Oaks, 133-144. [Google Scholar] [CrossRef] 
[35] Webster, C. and Sundaram, D.S. (2009) Effect of Service Pro-vider’s Communication Style on Customer Satisfaction in Professional Services Setting: The Moderating Role of Critical-ity and Service Nature. Journal of Services Marketing, 23, 103-113. [Google Scholar] [CrossRef] 
[36] Street, R.L. (1989) Patients’ Satisfaction with Dentists’ Commu-nicative Style. Health Communication, 1, 137-154. [Google Scholar] [CrossRef] 
[37] Rawi, R., Paul, P. and Viet, N.L. (2022) Professionals’ Inter-personal Communications Style: Does It Matter in Building Client Psychological Comfort? Journal of Services Marketing, 36, 379-397. [Google Scholar] [CrossRef] 
[38] Michael, L. and Otterbacher, J. (2014) Write Like I Write: Herding in the Language of Online Reviews. Proceedings of the International AAAI Conference on Web and Social Media, 8, 356-365. [Google Scholar] [CrossRef] 
[39] Carnevale, M., Luna, D. and Lerman, D. (2017) Brand Linguistics: A Theory-Driven Framework for the Study of Language in Branding. International Journal of Research in Marketing, 34, 572-591. [Google Scholar] [CrossRef] 
[40] Scissors, L.E., Gill, A.J., Geraghty, K. and Gergle, D. (2009) In CMC We Trust: The Role of Similarity. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Boston, 4-9 April 2009, 527-536. [Google Scholar] [CrossRef] 
[41] Muir, K., Joinson, A., Cotterill, R. and Dewdney, N. (2017) Lin-guistic Style Accommodation Shapes Impression Formation and Rapport in Computer-Mediated Communication. Jour-nal of Language and Social Psychology, 36, 525-548. [Google Scholar] [CrossRef] 
[42] Steinmann, S., Mau, G. and Schramm-Klein, H. (2015) Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communica-tion Style and Brand Pictorial Representation. Psychology & Marketing, 32, 356-371. [Google Scholar] [CrossRef] 
[43] Arguello, J., Butler, B.S., Joyce, E., Kraut, R., Ling, K.S., Rose, C. and Wang, X. (2006) Talk to Me: Foundations for Successful Individual-Group Interactions in Online Communities. Pro-ceedings of the SIGCHI Conference on Human Factors in Computing Systems, Montréal, 22-27 April 2006, 959-968. [Google Scholar] [CrossRef] 
[44] Burgers, C., Konijn, E.A., Steen, G.J. and Iepsma, M.A.R. (2015) Making Ads Less Complex, Yet More Creative and Persuasive: The Effects of Conventional Metaphors and Irony in Print Advertising. International Journal of Advertising, 34, 515-532. [Google Scholar] [CrossRef] 
[45] Ashley, C. and Tuten, T. (2015) Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Market-ing, 32, 15-27. [Google Scholar] [CrossRef] 
[46] Jones, Q., Ravid, G. and Rafaeli, S. (2004) Information Overload and the Message Dynamics of Online Interaction Spaces: A Theoretical Model and Empirical Exploration. In-formation Systems Research, 15, 194-210. [Google Scholar] [CrossRef] 
[47] Kissler, J., Herbert, C., Peyk, P. and Junghofer, M. (2007) Buzzwords: Early Cortical Responses to Emotional Words during Reading. Psychological Science, 18, 475-480. [Google Scholar] [CrossRef] [PubMed]
[48] Joyce, E. and Kraut, R.E. (2006) Predicting Continued Par-ticipation in Newsgroups. Journal of Computer-Mediated Communication, 11, 723-747. [Google Scholar] [CrossRef] 
[49] Peters, K., Kashima, Y. and Clark, A. (2009) Talking about Others: Emotionality and the Dissemination of Social Information. European Journal of Social Psychology, 39, 207-222. [Google Scholar] [CrossRef] 
[50] Stieglitz, S. and Linh, D.-X. (2013) Emotions and Information Diffusion in Social Media—Sentiment of Microblogs and Sharing Behavior. Journal of Management Information Systems, 29, 217-248. [Google Scholar] [CrossRef] 
[51] Gretry, A., Horvath, C., Belei, N. and van Riel, A.C. (2017) Don’t Pretend to Be My Friend! When an Informal Brand Communication Style Backfires on Social Media. Journal of Business Research, 74, 77-89. [Google Scholar] [CrossRef] 
[52] Darian, J.C., Wiman, A.R. and Tucci, L.A. (2005) Retail Pat-ronage Intentions: The Relative Importance of Perceived Prices and Salesperson Service Attributes. Journal of Retailing and Consumer Services, 12, 15-23. [Google Scholar] [CrossRef] 
[53] Mehrabian, A. (2010) Immediacy: An Indicator of Attitudes in Linguistic Communication. Journal of Personality, 34, 26-34. [Google Scholar] [CrossRef] [PubMed]
[54] Jiang, Z. and Benbasat, I. (2007) The Effects of Presenta-tion Formats and Task Complexity on Online Consumers’ Product Understanding. MIS Quarterly, 31, 475-500. [Google Scholar] [CrossRef] 

为你推荐