Researchers started from different theoretical frameworks to explore the factorsthat influence consumers’purchase intention.Xu et al.(2024)built a relevant modelbased on the social presence theory,and the results showed that social presencesignificantly positively affects consumer purchase intention;Xu et al.(2024),basedon the SOR theory,found that online trust,perceived value and emotion value have asignificant positive impact on consumer purchase intention.In addition,Zhang(2023)research found that consumers’perceived value plays a complete mediating rolebetween live streaming and online purchase intention.
2.2 Previous Studies of Live Streaming Discourse
As the core of the interaction between the anchor and the consumer,livestreaming discourse plays a vital role in product sales and brand communication.This chapter aims to review relevant literature,explore the use and effect of livestreaming discourse in e-commerce live streaming and its impact on consumer behavior,and provide theoretical reference for further understanding of livestreaming e-commerce.
The anchor’s discourse plays an extremely important role in live streaming.It isnot only an important means of product introduction,but also an important way tobuild trust,guide consumer decisions,create a shopping atmosphere,convey brandimage and promote social interaction.Through in-depth analysis of the discourse oflive-streaming anchors,researchers revealed the diverse strategies and specificlanguage features they adopt during the live-streaming process.The research of Zhuet al.(2021)analyzed the impact of the exaggerated expressions of the words of theanchors who bring goods in the live streaming room of the e-commerce platform onconsumer ideology.The anchor uses exaggerated speech style to achieve the purposeof persuasion and communication,and replaces the consumption ideology withconsumers,which promotes consumers’loyal favor to the anchor and recognition ofthe consumption ideology.
Chapter Three Theoretical Foundation..........................21
3.1 The Theory of Interpersonal Pragmatics...........................21
3.2 The Theory of Metapragamtics....................................23
3.3 The Theory of Rapport Management........................25
Chapter Four Research Methodology.............................34
4.1 Research Object...............................34
4.2 Research Questions.............................35
4.3 Data Sources......................36
Chapter Five Results and Discussion.......................39
5.1 Distribution of Interpersonal Metapragmatic Strategies in Anchors’Response toConsumers Complaint...........................39
5.1.1 Emotional and Relational Management Strategies...................39
5.1.2 Consumer Engagement and Interaction Strategies....................41
Chapter Five Results and Discussion
5.1 Distribution of Interpersonal Metapragmatic Strategies inAnchors’Response to Consumers Complaint
This section outlines the various interpersonal metapragmatic strategies thatanchors use when addressing complaints in live streaming rooms.
In live streaming commerce,anchors play a crucial role in shaping the consumerexperience.When faced with consumer complaints,they often rely on languagechoices to manage the interaction,guide the conversation and maintain a positiverelationship with the consumers.These strategies
