网络差评回复中商家身份建构的动态性和关系管理

Dynamics of Merchant’s Identity Construction and Relationship Management in Responses to Online Negative Reviews

摘要: 近年来，商务网站中商家如何管理与消费者的人际关系成为新兴议题。本文基于京东购物网站上部分网络差评回复，从人际语用学视角考察商家身份建构的言语行为，并探究其语用身份建构的动态性和关系管理。研究发现，商家采用了道歉、感谢、同情等十一种言语行为，构建了诚恳认错型、顾客至上型等不同类型的商家身份，进而成功实现了面子管理、权利与义务管理、情绪管理和交际目标管理。

Abstract: Recently, how to manage the interpersonal relationship between merchants and consumers on the business website has become an emerging issue. In this paper, based on the responses of merchants to online negative comments on JD, the speech act of merchant’s identity construction is examined from the perspective of interpersonal pragmatics, and the dynamics of their pragmatic identity construction and relationship management are explored. It was found that merchants adopted 11 types of speech acts such as apology, gratitude, sympathy, etc. and constructed several identities, including the merchants who admit mistakes candidly, put customers first and so on. Then they successfully implemented face management, rights and obligations management, emotion management and communicative goal management.