知识论视角下网络购物抱怨管理的语用研究  

A Pragmatic Study of Complaint Management in E-Shopping Service Encounters from the Perspective of Epistemics

作　　者：黄旭 冉永平[1] HUANG Xu;RAN Yongping

机构地区：[1]广东外语外贸大学外国语言学及应用语言学研究中心,广东广州510420

出　　处：《外语与外语教学》2023年第4期1-14,146,共15页Foreign Languages and Their Teaching

基　　金：国家哲学社科基金重点项目“社会-语用共同体视域下网络和谐话语体系建构及引导机制研究”(项目编号:21AYY011)的阶段性研究成果。

摘　　要：针对交际中的各种抱怨,现有语用学研究主要关注抱怨的话语特征及其(非)协同性回应,然而少有学者探究商务抱怨管理的话语及其语用问题。基于淘宝网店中客服交际的真实语料,本研究采用知识论视角,主要探究由知识权侵犯所引起的顾客抱怨类型和客服抱怨管理方式,并讨论使用不同管理策略的语用理据。研究发现,挑战、退让、认同、忽视等四种语用策略常被客服采用,以管理因侵犯所知权和知情权所引发的顾客抱怨。本研究旨在挖掘网络购物语境下的商务抱怨管理,揭示抱怨管理的内在机制,为商务话语的语用学研究提供新思路。With regards to various complaints in interaction,the existing pragmatic studies mainly revolve around discursive features of complaint formulation and(dis)affiliation with complaints.However,less is known about the management of business complaints in the domains of discourse analysis and pragmatics.Focusing on authentic episodes of online service encounters in Taobao stores,this study explores the types of epistemic transgression-based customer complaints,the patterns of complaint management performed by service agents,and discusses the pragmatic rationale behind the management.It is found that four strategies,namely,challenging,conceding,acknowledging and ignoring,are mainly employed by service agents to manage two types of complaints,i.e.,the overriding epistemic authority and the unattended epistemic authority.This study reveals the mechanism of complaint management by probing into the nuances of customer complaints in online shopping context,and provides new insights into pragmatic research on business discourse.

关 键 词：知识论视角 抱怨管理 语用策略 网络购物 

分 类 号：H0[语言文字—语言学]