隨著網路購物的蓬勃發展，網路客服（線上服務人員與顧客之間的服務互動）應運而生。雖然網路客服不受時間和空間的限制，但是只能通過語言方式實現，因此，線上服務人員的語言溝通技巧和能力對於提升服務互動效果十分重要。
本文基於相關行銷理論與顧客服務之文獻，分析多個來自淘寶網線上客服人員與顧客之間的互動案例，研究探討了五種具有不同特徵的網路語言體在網路客服互動中的運用及所形成的不同互動風格，以及這些互動風格對網路行銷所產生的影響。研究認為，隨著互聯網尤其是移動互聯網技術的成熟，淘寶網上線上客服人員與顧客之間的互動方式已趨多樣化，出現了許多不同風格的語言體，如：淘寶體、暴躁體、咆哮體、蜜糖體、紡紗體等。各種互動方式具有不同的風格特徵，其在淘寶行銷中應用的場合和範圍也由此不同；對進行網路行銷的賣家來說，需要根據企業自身發展戰略、經營產品的特點、特定的消費群體等因素共同決定線上客服人員與消費者之間的互動方式。

With the development of online shopping, online customer service (service interaction between online customer service staff and customers) came into being. Although online customer service is not limited by time and space, it can only be implemented by means of language. Therefore, the communicative skills and abilities of online customer service staff are very important to upgrade service interaction.
Based on the related marketing theories and the literature of customer service, this paper analyzed different linguistic styles of interaction between online customer service staff and customers on Taobao. Researched the uses and linguistic styles of five kinds of network language bodies of different characteristics, and explored the influence which the linguistic styles have on network marketing. There have been many different styles of languages bodies, such as Taobao body, Temper body, Roaring body, Candy body, Spinning body and so on. These various styles, Internet marketing sellers need to determine their interaction styles according to the development strategies of their enterprises, the features of their products, specific customer groups and other factors.

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