电商营销直播语言的言语行为研究

Study on Speech Act of Live Broadcast Language of E-Commerce Marketing

摘要: 根据塞尔的言语行为分类和划分标准，电商营销类直播语言可以划分为阐述类、承诺类、指令类、表达类和宣告类言语行为。通过收集淘宝、抖音和快手三个平台的十五个主播共45个食品类销售直播视频，并根据上述分类进行统计分析，得到各个言语行为类别在这45个商品中的体现情况。最后，根据实证研究结果，提出了电商营销直播语言实际应用的建议。研究结果表明，言语行为在电商营销直播中发挥着重要作用，通过合理运用不同类别的语言行为，可以提升消费者的购买决策和购买意愿，从而促进销售效果的提升。

Abstract: According to Searle’s speech act classification and classification standards, this paper divides the live broadcast language of e-commerce marketing into exposition, commitment, instruction, expression and declaration. By collecting a total of 45 live food sales videos from 15 anchors on Taobao, TikTok and Kuaishou platforms, and conducting statistical analysis according to the above categories, the presentation of each speech behavior category in these 45 products is obtained. Finally, according to the empirical research results, the practical application of e-commerce marketing live language is proposed. The research results show that speech acts play an important role in the live broadcast of e-commerce marketing. Reasonable use of different types of language acts can improve consumers’ purchase decisions and purchase intentions, thus promoting the improvement of sales effect.