美团餐饮商家差评回复中的身份建构研究

A Study on Identity Construction in Responses to Negative Reviews by Catering Merchants on Meituan

摘要: 本研究以美团平台餐饮商家对差评的回复话语为语料，基于陈新仁的语用身份论，探究商家在差评回复中的身份话语构建。分析表明，商家通过多样化话语实践动态建构了四类核心语用身份：积极承担责任的诚恳道歉者、展现行动力的及时整改者、侧重情感连接的同伴身份，以及应对误解或恶意评价的委屈申辩者。本研究希望对商家在网络差评回复中建构身份来实现和谐关系管理提供参考。

Abstract: This study examines the discourse of responses to negative reviews by catering merchants on the Meituan platform, exploring how these merchants construct their identities through discourse practices based on Chen Xinren’s pragmatic identity theory. The analysis reveals that merchants dynamically construct four core pragmatic identities through diverse discursive practices: the sincere apologizer who actively takes responsibility, the timely rectifier who demonstrates actionability, the companion identity focused on emotional connection, and the aggrieved party addressing misunderstandings or malicious evaluations. This study aims to offer insights for merchants on achieving harmonious relationship management by constructing identities in their responses to negative online reviews.