跨境电商平台商品描述的英语语用规范与优化策略——基于主流平台评论反馈的分析研究

Pragmatic Norms and Optimization Strategies for English Product Descriptions on Cross-Border E-Commerce Platforms—An Analysis Study Based on Feedback from Mainstream Platforms

摘要: 在全球数字经济与跨境电子商务深度融合的背景下，产品描述在很大程度上决定着消费者的购买欲望、产品销量以及企业的对外形象。本文基于Amazon、eBay及速卖通平台上的海量评论开展调研分析，从语用学角度分析产品描述中的语用失误，如文化指涉不当、术语规范性缺失、人际互动策略匮乏及信息结构失序所造成了消费者的误解、负面评价甚至退货行为。基于此，提出包含“准确性、恰当性、交际性和条理性”的英文语用规范框架，并从“平台–卖家–教育机构”协同治理的视角，提出基于算法检测、标准制定、专业化培训相结合的多维优化解决对策，旨在为提升跨境电商文本沟通效率与商业成功率提供理论参考与实践指南。

Abstract: Against the backdrop of the deep integration of the global digital economy and cross-border e-commerce, product descriptions largely determine consumers’ purchasing intentions, product sales, and the external image of companies. This paper conducts an analysis study based on a vast number of reviews on Amazon, eBay, and AliExpress, analyzing pragmatic errors in product descriptions from a pragmatics perspective. Such errors, including inappropriate cultural references, lack of standardized terminology, insufficient interpersonal interaction strategies, and disorganized information structure, can lead to consumer misunderstandings, negative reviews, and even returns. Based on this, the paper proposes an English pragmatic norms framework encompassing “accuracy, appropriateness, communicativeness, and coherence”, and further, from the perspective of collaborative governance among “platforms, sellers, and educational institutions”, suggests a multidimensional optimization approach combining algorithmic monitoring, standard-setting, professional training. The aim is to provide theoretical guidance and practical recommendations for improving the efficiency of text communication and business success in cross-border e-commerce.