导　　师： 冉永平

学科专业： 050211

授予学位： 硕士

作　　者： ;

机构地区： 广东外语外贸大学

摘　　要： 本论文主要从语用学的角度研究网络商务交际环境下商家对顾客抱怨的回应。以往已有大量对抱怨的研究，然而多数学者似乎都忽略了对抱怨回应的研究。另外，过去对抱怨及抱怨回应的研究多数是基于语篇补全测试或面对面环境下所搜集的语料，网络环境下的语料鲜少有人研究。因此，本文试图探究网络商务交际环境下抱怨的回应。 基于网络交易平台“淘宝”中的语料和Verschueren （2000）的语言顺应论，本研究采取以定性分析方法为主的方式，试图回答以下三个研究问题：（1）商家在回应顾客抱怨时采用哪些语言手段？（2）商家对顾客抱怨的回应顺应了哪些语境因素？（3）商家为什么采用这些语言手段来回应顾客抱怨？ 根据言外之力，我们将商家对顾客抱怨的回应分为五大类：找借口、辩解、反驳、道歉、自我推销。商家对顾客抱怨的回应主要顺应了两大语境因素，一是网络交际环境的公开性特征，二是受抱怨内容的制约。最后，我们对商家采用不同语言手段来回应抱怨的动机进行了探讨。分析表明，在网络商务交际环境下，商家采用不同语言手段回应抱怨来实现以下目的：归咎责任、修复受损形象、建立理想形象以及降低负面评价的可信度。 通过全面阐述网络商务环境下的抱怨回应，本研究意在给淘宝顾客和商家提供一些启示。同时，通过研究网络中的交际，本研究为非面对面的人际交际研究提供了新的理据。 This thesis is a pragmatic study of shop owners responses to customers complaints in Chinese online commercial setting. There have been a large number ofstudies carried out on complaints, yet how complaints are responded seem to have longbeen neglected at home and abroad. Moreover, most studies on complaints orcomplaint responses are done on the basis of data collected by DCT /(discoursecompletion task/) or in face-to-face interactions, but little attention has been paid tothose in online settings. Thus, this study attempts to further the study of complaintresponses by concentrating on data collected in online commercial setting. This study is a qualitative one based on the data extracted from the feedback forumof a famous trading platform, Taobao, where complaints and corresponding complaintresponses are abundant, within the theoretical framework of Verschueren s /(2000/)Linguistic Adaptation Theory. Three research questions are addressed:/(1/) What are thelinguistic realizations of shop owners responses to consumers complaints in onlinecommercial setting?/(2/) What are the contextual correlates influencing shop owners choice of complaint responses in online commercial setting?/(3/) Why are differentcomplaint responses used by shop owners in online commercial setting? In terms of the illocutionary forces of complaint responses, five kinds of complaintresponses are found:1/) excuse, which includes denial of agency and appealing toaccidents,2/) justification,3/) refutation, which includes customer-based refutation andcontent-based refutation,4/) apology, and5/) self-promotion. Then, the contextualcorrelates influencing the choice of complaint responses are explored. Publicity and thecontent of the complaint are found to be two important contextual correlates. At last,the underlying motivations for different linguistic realizations displayed in complaintresponses are suggested. The analysis indicates that complaint responses by shopowners aim at attributing responsibility, repairing damaged images, establishingdesired images, and decreasing the credibility of negative reviews. The present study is expected to give a comprehensive account of complaintresponses in online commercial setting, which may provide the consumers and shopowners of Taobao with some enlightenment on how to deal with complaints. Meanwhile, by exploring online interaction, the study can provide further empiricalevidence for non face-to-face interpersonal communication.

关 键 词： 抱怨 抱怨回应 网络商务交际环境 顺应性

分 类 号： [H136]

领　　域： [语言文字]