中文语境下电子商务的语言经济学研究

Research on the Language Economics of E-Commerce in the Chinese Context

摘要: 伴随着数字化经济与电子商务的深度发展，语言除了具备单纯沟通的功能，还成为了电商经济中的核心生产因素，在电商运营的各个环节都有着重要的作用。本文基于语言经济学的理论，并结合中文的表意特性，对语言价值在电子商务流量吸引、信任建立、交易的促成、用户留存这四大关节的作用，对于中文在电商中的使用以实现效用最大化等内容进行重点阐述。对语言资源进行合理且科学的配置对于降低电商的交易成本、提高转化效率有着显著助力，推动了电子商务相关企业的进一步优化以及相关行业高质量发展。

Abstract: With the deep development of digital economy and e-commerce, language not only has the function of simple communication, but also becomes the core production factor in e-commerce economy, playing an important role in various aspects of e-commerce operation. This article is based on the theory of linguistic economics and combined with the semantic characteristics of Chinese, focusing on the role of language value in attracting e-commerce traffic, establishing trust, facilitating transactions, and retaining users. It also emphasizes the use of Chinese in e-commerce to achieve maximum utility. Reasonable and scientific allocation of language resources has a significant impact on reducing transaction costs and improving conversion efficiency in e-commerce, promoting further optimization of e-commerce related enterprises and high-quality development of related industries.