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本文运用语料库方法,以天猫差评回复文本为研究对象,分析道歉文本中道歉言语行为的使用,言语行为序列的框架,以及电商商家语用身份的构建。首先,通过语料库方法提取差评回复文本中的道歉词语,分析其特点,以及在形象构建中的作用;其次,通过文本分析天猫差评回复中的道歉言语行为,总结出道歉回复的言语行为序列,并归纳成电商商家可以沿用的有效道歉回复范式;最后,通过分析天猫商家回复差评的交际目的来讨论商家语用身份的构建。
This article uses the corpus method to take the Lynx differential review text as the research object, and analyzes the use of apology speech acts in apology texts, the framework of speech act sequences and the construction of pragmatic identities of e-commerce merchants. Firstly, we extract the apology words from the corpus response texts by corpus method, analyze their characteristics and the role in the image construction. Secondly, we analyze the apology speech act in the reply of Lynx differential assessment by text and summarize the speech act of apology reply Finally, this paper discusses the construction of pragmatic identity of merchants by analyzing the purpose of communication in evaluating the bad comments of Lynx merchants.