Critical Genre Analysis Of Merchant Feedbac

Under the online shopping reputation mechanism,although posting online negative reviews has become an important way for consumers to share their shopping experience,it brings challenges for brand management.Therefore,more and more sellers are using the response function in the review system to remedy the impact of negative reviews.Business responses refer to the discourse that sellers realize their communicative purpose through response function,and its quality has an important impact on both consumers and sellers.This thesis takes consumers satisfaction as an important reference,conducts a satisfaction survey on 790 pieces of responses on clothing products in Tmall,and finally takes 404 pieces of responses with high score as the research object.Then,based on the Critical Genre Analysis model proposed by Bhatia,this thesis makes a multidimensional discussion from the text-genre dimension,professional practice dimension and professional culture dimension,summarizes the genre structure of successful responses,analyzes the way sellers realize their communicative purposes through these responses,and realizes the transition from text to context.According to the study,in the text-genre dimension,responses can be divided into five moves,which are relationship management,problem response,problem solving,problem improvement and relationship maintenance.Each move includes different steps,and there are different combination modes under the co-occurrence of moves.In the dimension of professional practice,business responses are mixed with explanatory discourse,enabling discourse,recommending discourse,exploring discourse,social discourse and commitment discourse,and bend the corporate crisis public relations genre and advertising promotion genre.In the dimension of professional culture,response context,e-commerce context and socio-culture context become important factors affecting sellers to response.This thesis is helpful to provide reference for online sellers to effectively manage online negative reviews and carry out corporate training,and also helps consumers avoid potential shopping risks and improve the effectiveness of online shopping.