网络差评回应中的和谐管理研究

Research on the Rapport Management in Responses to Negative Reviews Online

电子商务的发展改变了消费者获取信息和评价的方式,其中网络差评因易获得性及较高的可信性影响着消费者的购买决定。通过收集电子商务平台商家对消费者差评的100条回应语料,总结商家在差评回应中常采用的九大言语行为,并在此基础上运用Spencer-Oatey的和谐管理模式,阐释商家在差评回应中如何从面子、社交权利和义务以及互动交际目标的实现三个维度维系与消费者之间的关系,继而为管理网络评论的从业人员提供理论借鉴,以构建商家与消费者之间的和谐关系。

The development of electronic commerce has dramatically changed the consumers'ways of accessing information and evaluations.Among them the negative reviews posted online have a considerable impact on the consumers'purchasing decisions due to their easier accessibility and higher credibility.The data sets in this study are composed of 100 responses to negative reviews online from the E-commerce platforms and nine types of speech acts are commonly found.Drawing upon the framework of Spencer-Oatey's rapport management,this paper investigates how the business attempts to enhance rapport with the dissatisfied customers from the perspectives of face,sociality rights and obligations,and the realization of interactive communication goals.Then,the findings should be of practical significance to the practitioners responsible for writing review responses,which is conducive to building a harmonious relationship between businesses and consumers.