A Generic Study on the Discourse Types of Online Businesses'Responses
In online shopping,for the merchants,businesses'response is the main means to remedy mistakes.Based on 404 feedback messages from merchants,this paper conducts a critical genre structure analysis on successful merchant feedback messages.It is found that:(1)in the text-genre dimension,businesses'response is divided into five language moves,each containing different steps,and there are multiple different combination patterns under different co-occurrence relationships;(2)in the professional-practice dimension,businesses'response integrates explanatory discourse,enabling discourse,suggestion discourse,argumenta-tive discourse,social discourse,and commitment discourse,presenting a bend in the crisis public relations and advertising pro-motion genres of enterprises;(3)there are diverse kinds of integrated modes in businesses'response,either in the move or be-tween the moves.This paper can provide reference for online merchants to effectively manage negative comments and conduct en-terprise training,as well as help consumers avoid potential shopping risks and improve the effectiveness of online shopping.
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