1887
Volume 33, Issue 4
  • ISSN 1018-2101
  • E-ISSN: 2406-4238
USD
Buy:$35.00 + Taxes

Abstract

Abstract

Despite the increasing research interest, the existing literature on live streaming commerce as a new e-commerce mode is still in its infancy. Based on 100 live streaming commerce videos from the top two broadcasters on Taobao Live in China, this study conducted a genre-based discourse analysis to investigate the move pattern in this new genre. The study draws on rapport management theory to scrutinize the linguistic functions of the moves, to explore how the broadcasters managed to enhance broadcaster-viewer relationship. Our findings may further our understanding of live streaming commerce as a new form of digital genre, and shed light on how successful broadcasters may strategically manage their relationship with viewers through well-organized discourse forms. Theoretically, the present research may contribute to the literature of employing rapport management theory in the discourse domain by extending it into a new digital genre analysis. Practically, our findings may provide implications for relevant practitioners.

Loading

Article metrics loading...

/content/journals/10.1075/prag.22009.shi
2022-12-01
2024-04-23
Loading full text...

Full text loading...

References

  1. Andersson, Marta
    2021 “The Climate of Climate Change: Impoliteness as a Hallmark of Homophily in YouTube Comment Threads on Greta Thunberg’s Environmental Activism.” Journal of Pragmatics1781: 93–107. 10.1016/j.pragma.2021.03.003
    https://doi.org/10.1016/j.pragma.2021.03.003 [Google Scholar]
  2. Bhatia, Vijay
    2004Worlds of Written Discourse: A Genre-based View. London: Continuum.
    [Google Scholar]
  3. Biber, Douglas, Ulla Connor, and Thomas Upton
    (eds) 2007Discourse on the Move: Using Corpus Linguistics to Describe Discourse Structure. Amsterdam: John Benjamins. 10.1075/scl.28
    https://doi.org/10.1075/scl.28 [Google Scholar]
  4. Chen, Chia-Chen, and Yi-Chen Lin
    2018 “What Drives Live-Stream Usage Intention? The Perspectives of Flow, Entertainment, Social Interaction, and Endorsement.” Telematics and Informatics35 (1): 293–303. 10.1016/j.tele.2017.12.003
    https://doi.org/10.1016/j.tele.2017.12.003 [Google Scholar]
  5. Chen, Hongquan, Shuhua Zhang, Bingjia Shao, Wei Gao, and Yujin Xu
    2022 “How Do Interpersonal Interaction Factors Affect Buyers’ Purchase Intention in Live Stream Shopping? The Mediating Effects of Swift Guanxi.” Internet Research32 (1): 335–361. 10.1108/INTR‑05‑2020‑0252
    https://doi.org/10.1108/INTR-05-2020-0252 [Google Scholar]
  6. Clark, Colin, Paul Drew, and Trevor Pinch
    2003 “Managing Prospect Affiliation in Real-life Encounters.” Discourse Studies5 (1): 5–31. 10.1177/14614456030050010101
    https://doi.org/10.1177/14614456030050010101 [Google Scholar]
  7. Deng, Liming, Tania Laghari, and Xiaoping Gao
    2021 “A Genre-based Exploration of Intertextuality and Interdiscursivity in Advertorial Discourse.” English for Specific Purposes621: 30–42. 10.1016/j.esp.2020.11.003
    https://doi.org/10.1016/j.esp.2020.11.003 [Google Scholar]
  8. Guo, Yuanyuan, Kexin Zhang, and Chaoyou Wang
    2022 “Way to Success: Understanding Top Streamers’ Popularity and Influence from the Perspective of Source Characteristics.” Journal of Retailing and Consumer Services641: 102786. 10.1016/j.jretconser.2021.102786
    https://doi.org/10.1016/j.jretconser.2021.102786 [Google Scholar]
  9. Ho, Victor
    2017a “Giving Offense and Making Amends: How Hotel Management Attempts to Manage Rapport with Dissatisfied Customers.” Journal of Pragmatics1091: 1–11. 10.1016/j.pragma.2016.12.001
    https://doi.org/10.1016/j.pragma.2016.12.001 [Google Scholar]
  10. 2017b “Achieving Service Recovery through Responding to Negative Online Reviews.” Discourse & Communication11 (1): 31–50. 10.1177/1750481316683292
    https://doi.org/10.1177/1750481316683292 [Google Scholar]
  11. Hu, Mingyao, and Sohail S. Chaudhry
    2021 “Enhancing Consumer Engagement in e-Commerce Live Streaming via Relational Bonds.” Internet Research30 (3): 1019–1041. 10.1108/INTR‑03‑2019‑0082
    https://doi.org/10.1108/INTR-03-2019-0082 [Google Scholar]
  12. Kang, Kai, Jinxuan Lu, Lingyun Guo, and Wenlu Li
    2021 “The Dynamic Effect of Interactivity on Customer Engagement Behavior through Tie Strength: Evidence from Live Streaming Commerce Platforms.” International Journal of Information Management561: 102251. 10.1016/j.ijinfomgt.2020.102251
    https://doi.org/10.1016/j.ijinfomgt.2020.102251 [Google Scholar]
  13. Kozlenkova, Irina V., Robert W. Palmatier, Eric Fang, Bangming Xiao, Minxue Huang
    2017 “Online Relationship Formation.” Journal of Marketing81 (3): 21–40. 10.1509/jm.15.0430
    https://doi.org/10.1509/jm.15.0430 [Google Scholar]
  14. Labrador, Belén, Noelia Ramón, Héctor Alaiz-Moretón, and Hugo Sanjurjo-González
    2014 “Rhetorical Structure and Persuasive Language in the Subgenre of Online Advertisements.” English for Specific Purposes341: 38–47. 10.1016/j.esp.2013.10.002
    https://doi.org/10.1016/j.esp.2013.10.002 [Google Scholar]
  15. Lam, Phoenix W. Y.
    2013 “Interdiscursivity, Hypertextuality, Multimodality: A Corpus-based Multimodal Move Analysis of Internet Group Buying Deals.” Journal of Pragmatics511: 13–39. 10.1016/j.pragma.2013.02.006
    https://doi.org/10.1016/j.pragma.2013.02.006 [Google Scholar]
  16. Liao, Junyun, Keyi Chen, Jun Qi, Ji Li, and Irina Y. Yu
    2022 “Creating Immersive and Parasocial Live Shopping Experience for Viewers: The Role of Streamers’ Interactional Communication Style.” Journal of Research in Interactive Marketing (Early Access). 10.1108/JRIM‑04‑2021‑0114
    https://doi.org/10.1108/JRIM-04-2021-0114 [Google Scholar]
  17. Lin, Chih-Ying
    2020 “Exploring Judges’ Compliments and Criticisms on American, British, and Taiwanese Talent Shows.” Journal of Pragmatics1601: 44–59. 10.1016/j.pragma.2020.02.008
    https://doi.org/10.1016/j.pragma.2020.02.008 [Google Scholar]
  18. Ma, Yingying
    2021 “‘To Shop or Not: Understanding Chinese Consumers’ Live-Stream Shopping Intentions from the Perspectives of Uses and Gratifications, Perceived Network Size, Perceptions of Digital Celebrities, and Shopping Orientations.” Telematics and Informatics591: 101562. 10.1016/j.tele.2021.101562
    https://doi.org/10.1016/j.tele.2021.101562 [Google Scholar]
  19. Moreno, Ana I., and John M. Swales
    2018 “Strengthening Move Analysis Methodology Towards Bridging the Function-Form Gap.” English for Specific Purposes501: 40–63. 10.1016/j.esp.2017.11.006
    https://doi.org/10.1016/j.esp.2017.11.006 [Google Scholar]
  20. Morrow, Phillip R., and Kenta Yamanouchi
    2020 “Online Apologies to Hotel Guests in English and Japanese.” Discourse, Context & Media341:1–10. 10.1016/j.dcm.2020.100379
    https://doi.org/10.1016/j.dcm.2020.100379 [Google Scholar]
  21. Park, Sanghee, Jihyeon Jeon, and Eunsook Shim
    2021 “Exploring Request Emails in English for Business Purposes: A Move Analysis.” English for Specific Purposes631: 137–150. 10.1016/j.esp.2021.03.006
    https://doi.org/10.1016/j.esp.2021.03.006 [Google Scholar]
  22. Recktenwald, Daniel
    2017 “Toward a Transcription and Analysis of Live Streaming on Twitch.” Journal of Pragmatics1151: 68–81. 10.1016/j.pragma.2017.01.013
    https://doi.org/10.1016/j.pragma.2017.01.013 [Google Scholar]
  23. Sampietro, Agnese
    2019 “Emoji and Rapport Management in Spanish WhatsApp Chats.” Journal of Pragmatics1431: 109–120. 10.1016/j.pragma.2019.02.009
    https://doi.org/10.1016/j.pragma.2019.02.009 [Google Scholar]
  24. Singh, Reema, and Sara Rosengren
    2020 “Why Do Online Grocery Shoppers Switch? An Empirical Investigation of Drivers of Switching in Online Grocery.” Journal of Retailing and Consumer Services531: 101962. 10.1016/j.jretconser.2019.101962
    https://doi.org/10.1016/j.jretconser.2019.101962 [Google Scholar]
  25. Skjuve, Marita, and Petter Bae Brandtzaeg
    2019 “Facebook Live: A Mixed-Methods Approach to Explore Individual Live Streaming Practices and Motivations on Facebook.” Interacting with Computers31 (6): 589–602. 10.1093/iwc/iwz038
    https://doi.org/10.1093/iwc/iwz038 [Google Scholar]
  26. Spencer-Oatey, Helen
    (ed) 2000Culturally Speaking: Managing Rapport through Talk across Cultures. London: Continuum. 10.5040/9781350934085
    https://doi.org/10.5040/9781350934085 [Google Scholar]
  27. 2005 “(Im)Politeness, Face and Perceptions of Rapport: Unpackaging Their Bases and Interrelationships.” Journal of Politeness Research1 (1): 95–119. 10.1515/jplr.2005.1.1.95
    https://doi.org/10.1515/jplr.2005.1.1.95 [Google Scholar]
  28. (ed) 2008Culturally Speaking: Culture, Communication and Politeness Theory. London: Continuum.
    [Google Scholar]
  29. Sun, Yuan, Xiang Shao, Xiaotong Li, Yue Guo, and Kun Nie
    2019 “How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective.” Electronic Commerce Research and Applications371: 100886. 10.1016/j.elerap.2019.100886
    https://doi.org/10.1016/j.elerap.2019.100886 [Google Scholar]
  30. Swales, John M.
    1981Aspects of Article Introductions. Birmingham: University of Aston.
    [Google Scholar]
  31. 2004Research Genres: Explorations and Application. Cambridge: Cambridge University Press. 10.1017/CBO9781139524827
    https://doi.org/10.1017/CBO9781139524827 [Google Scholar]
  32. Upton, Thomas A., and Mary Ann Cohen
    2009 “An Approach to Corpus-Based Discourse Analysis: The Move Analysis as Example.” Discourse Studies11 (5): 585–605. 10.1177/1461445609341006
    https://doi.org/10.1177/1461445609341006 [Google Scholar]
  33. Wongkitrungrueng, Apiradee, Nassim Dehouche, and Nuttapol Assarut
    2020 “Live Streaming Commerce from the Sellers’ Perspective: Implications for Online Relationship Marketing.” Journal of Marketing Management36 (5–6): 488–518. 10.1080/0267257X.2020.1748895
    https://doi.org/10.1080/0267257X.2020.1748895 [Google Scholar]
  34. Wongkitrungrueng, Apiradee, and Nuttapol Assarut
    2020 “The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers.” Journal of Business Research1171: 543–556. 10.1016/j.jbusres.2018.08.032
    https://doi.org/10.1016/j.jbusres.2018.08.032 [Google Scholar]
  35. Xu, Ping, Bang-jun Cui and Bei Lyu
    2022 “Influence of Streamer’s Social Capital on Purchase Intention in Live Streaming E-Commerce.” Frontiers in Psychology121: 748172. 10.3389/fpsyg.2021.748172
    https://doi.org/10.3389/fpsyg.2021.748172 [Google Scholar]
  36. Xu, Xiaoyu
    2022 “A Genre-Based Analysis of Questions and Comments in Q&A Sessions after Conference Paper Presentations in Computer Science.” English for Specific Purposes661: 63–76. 10.1016/j.esp.2021.12.002
    https://doi.org/10.1016/j.esp.2021.12.002 [Google Scholar]
  37. Zhang, Mingli, Yafei Liu, Yu Wang, and Lu Zhao
    2022 “How to Retain Customers: Understanding the Role of Trust in Live Streaming Commerce with a Socio-Technical Perspective.” Computers in Human Behavior1271. 10.1016/j.chb.2021.107052
    https://doi.org/10.1016/j.chb.2021.107052 [Google Scholar]
  38. Zhang, Yi, and Camilla Vásquez
    2014 “Hotels’ Responses to Online Reviews: Managing Consumer Dissatisfaction.” Discourse, Context & Media61: 54–64. 10.1016/j.dcm.2014.08.004
    https://doi.org/10.1016/j.dcm.2014.08.004 [Google Scholar]
  39. Zhou, Sijing
    2012 “‘Advertorials’: A Genre-based Analysis of an Emerging Hybridized Genre.” Discourse & Communication6 (3): 323–346. 10.1177/1750481312446265
    https://doi.org/10.1177/1750481312446265 [Google Scholar]
  40. Zhu, Weihua
    2014 “Rapport Management in Strong Disagreement: An Investigation of a Community of Chinese Speakers of English.” Text & Talk34 (5): 641 – 664. 10.1515/text‑2014‑0021
    https://doi.org/10.1515/text-2014-0021 [Google Scholar]
  41. Zhu, Wuhan
    2016 “A Cross-cultural Pragmatic Study of Rapport-Management Strategies in Chinese and English Academic Upward Request Emails.” Language and Intercultural Communication17 (2): 210–228. 10.1080/14708477.2016.1253707
    https://doi.org/10.1080/14708477.2016.1253707 [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/prag.22009.shi
Loading
/content/journals/10.1075/prag.22009.shi
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error