新冠病毒背景下基于评价理论的国内电商消费者话语分析

Discourse Analysis of Domestic E-Commerce Consumers Based on Evaluation Theory in the Context of the COVID-19 Pandemic

摘要: 2019年新冠病毒疾病已经严重影响了全球电商。本文采用定性和定量相结合的方法对文本进行分析。定性研究以评价理论框架下的态度子系统为基础，结合新冠疫情期间国内三大电商京东、天猫以及苏宁的消费者评价进行话语分析。定量研究运用Gooseeker爬虫软件收集国内知名电商有关疫情期间防疫物品的评价话语数据，同时结合UAM Corpus Tool软件中的评价理论——态度子系统作为分析框架。经过研究发现：1) 三家电商消费者对商品的评价态度多以鉴赏类评价为主；2) 鉴赏类评价越多，情感强度越高，电商店铺的评分越高，从而呈现出更好的电子商务企业形象，更值得信赖；3) 国内消费者，受到流行环境的影响，因此更加注重健康的生态和心理体验，体现了疫情防治过程中的人文关怀。

Abstract: The Novel Coronavirus disease in 2019 has seriously affected global e-commerce. This paper uses a combination of qualitative and quantitative methods to analyze the text. The qualitative research is based on the attitude subsystem under the theoretical framework of evaluation theory, and conducts discourse analysis combined with the consumer evaluation of JD, T-mall and Suning, the three major domestic e-commerce platforms during the COVID-19 period. Quantitative research: Gooseeker crawler software was used to collect the evaluation discourse data of epidemic of well-known domestic e-commerce platforms during the epidemic period, and also the evaluation theory—attitude subsystem in UAM Corpus Tool software was used as the analysis framework. After research, it is found that: 1) The evaluation attitude of the three e-commerce consumers is mainly appreciation evaluation; 2) The more appreciation evaluation, the higher the emotional intensity, the higher the score of e-commerce stores, thus presenting a better e-commerce corporate image and more trustworthy; 3) Domestic consumers, affected by the epidemic environment, so pay more attention to healthy ecological and psychological experience, which reflects the humanistic care in the process of epidemic prevention and control.