网络差评商家回应话语中的身份建构与关系管理--言语行为视角

Identity Construction and Rapport Management in Merchants'Responses to Online Negative Reviews:From the Perspective of Speech Act Performance

本研究基于大众点评网上饭店商家回应网络差评的话语语料,考察商家实施的言语行为以及其构建的身份类型,并阐释商家构建这些语用身份的关系管理功能。研究发现,商家在网络差评回应话语中主要实施了致谢、致歉、承诺、请求、陈述、解释、邀请、祝愿、建议等九种言语行为,构建了诚恳认错型、补偿让利型、尽力负责型、热情服务型商家身份,其目的是为了修复、维持甚至提升与消费者之间的关系。本研究进一步丰富了人际语用视角下的身份研究成果,同时可为商家在网络公开语境下采用适当的语用策略来修复和提升与消费者的关系提供理论与实践指导。

This study,based on the data of hotel owners'online responses to negative reviews,aims to investigate the speech acts performed and the identities constructed by the merchants,as well as the interpersonal functions of these pragmatic identities.It is found that nine types of speech acts are frequently performed in the responses,namely thanks,apologies,promises,requests,statements,explanations,invitation,wishes and suggestions,which help to construct the merchants as people who are willing to admit mistakes,offer compensation and profit,shoulder responsibility,and provide enthusiastic service.Their fundamental motivation is to repair,maintain and even enhance the relationship with their consumers.This study may enrich current research on identity from the perspective of interpersonal pragmatics,and provide theoretical and practical guidance for online businesses to adopt appropriate pragmatic strategies to repair and enhance the relationship with their consumers in the face of negative reviews.