Strategic Impoliteness in E-commerce Communication: How Online Shops Challenge Negative Customer Reviews
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Jingli Chen [1] ; Dezheng Feng [2]
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[1] Zhejiang International Studies University
Zhejiang International Studies University
China
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[2] The Hong Kong Polytechnic University, China
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- Localización: Advancing (Im)politeness Studies: Cultural, Digital and Emotional Aspects / coord. por Chaoqun Xie, 2023, ISBN 978-3-031-37063-2, págs. 203-223
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
(Im)politeness research has focused on how communicative strategies are employed in face-to-face communication, and scant attention has been paidto digital communication or computer-mediated communication (CMC), particularly with regard to impoliteness and rapport-building failure in CMC. This study addresses this gap by investigating e-shop representatives’ asynchronous responses to customers’ critical reviews on the Internet-based Taobao, one of the biggest e-commerce platforms in China. A total of 102 responses which challenge the critical reviews on the 14 most popular e-shops are annotated drawing on impoliteness theories and impression management theories. The analysis shows that the e-retailers battle against the negative reviews through three strategies: (1) challenging the critical reviews, (2) blaming the reviewers, and (3) defending the e-shops. It is found that defending the e-shops is the most prevalent, which can be further realized through (1) expressing self-compassion, (2) defending the e-shop representatives, and (3) promoting the goods and services. The study concludes that the strategic use of impoliteness in this particular e-commerce platform renders e-shop representatives an opportunity to (re)negotiate the impression and (re)construct the customer-business relations.
