企业网站对外话语质量指标的验证与应用

Verification and Application of the International Discourse Quality Index of Corporate Websites

本文提出企业网站对外话语质量的概念和指标体系,包含话语难易度、话语交互性和话语影响力3个一级指标和11个二级指标。主客观信度和效度验证显示,该评价指标体系可靠和可行。对我国62家企业网站的对外话语质量指数测量、评级和分析显示,企业网站对外话语质量总体较好,但部分企业网站仍然存在不同程度的改进空间。本研究对改进我国企业网站的国际传播和商务英语教学具有启示。

The paper develops the concept and index system of international discourse quality of corporate websites, which includes three first-level indices(i.e. discourse difficulty, interactivity,and influence) and eleven second-level indicators. Both subjective and objective reliability and validity tests showed that the index system was reliable and plausible. Sixty-two Chinese corporate websites were further chosen for index measurement, ranking and analysis of international discourse quality. The results revealed that on a whole, the websites were high in overall discourse quality, but some still had room for improvement. The study has some implications for improving the international communication of the Chinese corporate websites and business English teaching as well.