AI客服与人工客服英文道歉话语的语用对比研究-以SHEIN跨境电商物流纠纷场景为例（开题报告）

本科毕业设计（论文）开题报告AI客服与人工客服英文道歉话语的语用对比研究——以SHEIN跨境电商物流纠纷场景为例专业：年级：学号：姓名：校内导师：校外导师：XXXX年XX月XX日外国语学院本科毕业设计（论文）开题报告一、选题背景和意义，国内外研究现状综述1.TopicBackgroundWiththerapiddevelopmentofthecross-bordere-commerceindustry,onlinecustomerservicehasbecomeacorecomponentoftheservicesystemofcross-bordere-commerceplatforms.Inrecentyears,breakthroughsingenerativeartificialintelligencetechnologyhavedriventhewidespreadapplicationofAIcustomerserviceincross-bordere-commerce,SHEIN、MainstreamplatformssuchasAmazonandAliExpresshavedeployedintelligentcustomerservicesystemsonalargescaletohandleconsumerinquiries,complaints,andafter-salesdisputes.Incross-bordershoppingscenarios,frequentlogisticsdisputessuchaslogisticsdelays,packageloss,andproductdamageareoneofthemaincausesofconsumercomplaints.Whenaserviceerroroccurs,theapologywordsofcustomerservicedirectlyaffectconsumers'emotionalrecoveryandserviceevaluation,andareakeylinkintheprocessofserviceremediation.Comparedwithmanualcustomerservice,AIcustomerservicehassignificantadvantagesinresponsespeed,serviceconsistency,andcostcontrol,buttherearestillmanyshortcomingsinemotionalexpression,pragmaticappropriateness,andcross-culturalcommunication.ExistingresearchmostlyexplorestheserviceeffectivenessofAIcustomerservicefromtheperspectivesoftechnologyandmanagement,withlesssystematiccomparativeanalysisofthedifferencesinapologyspeechactsbetweenAIcustomerserviceandhumancustomerservicefromapragmaticperspective.Especiallyinthecross-culturalservicescenarioofcross-bordere-commerce,doestheapologylanguageofAIcustomerserviceconformtothepragmaticnormsofthetargetmarket?Whatarethepragmaticdifferencescomparedtomanualcustomerservice?Howdothesedifferencesaffectconsumers'perceptionandsatisfaction?Theaboveissuesstillneedfurtherexploration.ThisstudytakesthelogisticsdisputescenarioofSHEINcross-bordere-commerceplatformastheresearchbackground,selectstheEnglishapologydiscourseofAIcustomerserviceandmanualcustomerserviceastheresearchobject,andbasedonspeechacttheory,facetheory,andpolitenessstrategytheory,systematicallycomparesandanalyzesthesimilaritiesanddifferencesbetweenthetwointermsofapologystrategyselection,languageform,politenesslevel,etc.,revealingthepragmaticcharacteristicsandshortcomingsofAIcustomerserviceincross-culturalserviceapologydiscourse,providingempiricalbasisandpracticalreferenceforoptimizingthelanguageexpressionofAIcustomerserviceandimprovingthequalityofcross-bordere-commerceservices.2.ResearchsignificanceTheoreticalsignificance:Firstly,thisstudyextendsthetheoryofapologyspeechactstotheemergingcontextofAIhuman-computerinteraction,testingtheexplanatorypowerofclassicalpragmaticstheoriesinAIdialoguescenariosandenrichingtheapplicationscenariosofspeechacttheory.Secondly,bycomparingtheapologylanguagedifferencesbetweenAIcustomerserviceandmanualcustomerservicethroughthesystem,theparticularityofpragmaticrulesinhuman-computercommunicationisrevealed,providingnewempiricalevidenceforthedevelopmentofhuman-computerinteractionpragmatics.Thirdly,thisstudyfocusesonthespecificservicescenarioofcross-bordere-commercelogisticsdisputes,combiningserviceremedytheorywithpragmaticsresearchtoexpandtheresearchboundariesofcross-culturalbusinesspragmatics.Practicalsignificance:Firstly,thefindingsofthisstudycanprovidereferenceforoptimizingtheapologylanguagedesignofAIcustomerserviceforcross-bordere-commerceenterprises,helpingAIcustomerservicegenerateapologylanguagethatismoreinlinewiththepragmaticnormsofthetargetmarket,andimprovingserviceremediationeffectivenessandconsumersatisfaction.Secondly,theresearchfindingscanprovidepragmaticoptimizationdirectionsforthenaturallanguagegenerationsystemofAIcustomerservice,fillingthegapsinemotionalexpressionandpolitenessstrategiesincurrentAIconversations.Thirdly,thisstudyalsohasreferencesignificanceforthetrainingofcross-bordere-commercecustomerservicepersonnel,whichcanhelpimprovethecross-culturalapologypragmaticabilityofmanualcustomerserviceandreducepragmaticerrorsincross-culturalservices.3.Currentresearchstatusathomeandabroad(1)CurrentresearchstatusinChinaTheresearchonbusinessEnglishpragmaticsandonlinecustomerservicediscourseinthedomesticacademiccommunitystartedrelativelylate,buthasdevelopedrapidlyinrecentyears,mainlyfocusingonthefollowingtwodirections:Firstly,researchonidentityconstructionanddiscoursestrategiesinonlinemerchantresponses.WangMengzhen(2026)studiedtheidentityconstructionstrategiesofMeituancateringmerchantsintheirnegativefeedbackresponses.Researchhasfoundthatbusinesseseffectivelyalleviatecustomers'negativeemotionsbyusinglanguagesuchasapologies,explanations,andcompensationpromisesinnegativereviewresponses,whilealsobuildingadualidentityofprofessionalserviceprovidersandemotionalresonanceproviders.ThisstudyrevealstheidentityconstructionfunctionofapologyspeechinChineseonlineservicescenarios,providingimportantreferenceforunderstandingtheinterpersonalmeaningofapologyspeechactsinthisstudy.However,thisstudyfocusesontheChinesecateringservicescenarioanddoesnotinvolvecross-bordere-commerceandEnglishservicecontexts,nordoesitcomparethedifferencesbetweenAIcustomerserviceandhumancustomerservice.Secondly,researchoncross-culturalpragmaticerrorsinbusinessEnglish.ZhouJian(2026)exploredtheissueofcross-culturalpragmaticerrorsinbusinessEnglishemailwriting,analyzingthecommontypesandcausesofpragmaticerrorsinEnglishemailcommunicationamongChinesebusinesspeoplefromtheperspectivesofspeechacts,politenessstrategies,andpragmatictransfer.Researchhaspointedoutthattheessenceofpragmaticerrorsliesinthedifferencesinspeechactexpressionrulesamongdifferentcultures,andlearnersneedtounderstandthepragmaticnormsofthetargetculturewhilemasteringlanguageforms.Thisstudyprovidesatheoreticalperspectiveforunderstandingcross-culturaldifferencesinapologydiscourseincross-borderscenarios,buttheresearchobjectisthewrittencommunicationformofbusinessemail,whichdiffersfromreal-timeinteractiveonlinecustomerservicescenarios.Overall,existingresearchinChinahasaccumulatedcertainachievementsinonlineservicediscourseandbusinessEnglishpragmatics.However,thecomparativestudyofapologydiscoursebetweenAIcustomerserviceandmanualcustomerserviceincross-bordere-commercescenariosisstillinablankstate,especiallylackingasystematicanalysisofEnglishcustomerserviceapologydiscoursefromapragmaticperspective.(2)CurrentresearchstatusabroadThereisawealthofresearchinthefieldsofapologyspeechacts,AIcustomerservicelanguagefeatures,andserviceremedypragmaticsinforeignacademiccircles,whichcanbemainlydividedintothefollowingfourdirections:Firstly,across-culturalpragmaticstudyofapologyspeechacts.Apologyspeechactisaclassictopicinpragmaticsresearch.Hamza(2025)conductedacomparativestudyofapologyspeechactsinEnglishandArabicfromapragmaticperspective.Basedonthediscoursecompletionquestionnaire(DCT),thecorpuswascollectedandthedifferencesinapologystrategyselection,modifieruse,andpolitenesslevelbetweenthetwolanguageswereanalyzed.ResearchhasfoundthatEnglishspeakerstendtousedirectapologystrategies,whileArabicspeakersrelymoreonindirectapologyandcompensatorybehavior.AlFraidanetal.(2025)investigatedtheuseofapologystrategiesbytouristsvisitingSaudiArabiaintourismsettings,andanalyzedtheinfluenceoffactorssuchaslanguagedistanceandculturalbackgroundonapologystrategyselection.Wu(2025)conductedacomparativeanalysisofcommonlyusedapologyexpressionsinChineseandSpanish,andinvestigatedcommonerrorsmadebylearnerswhenusingapologyexpressions.Thesecross-culturalapologystudiesprovideimportanttheoreticaltoolsandmethodologicalreferencesforconstructingananalyticalframeworkforthisstudy.Secondly,researchonspeechactsintheinteractionbetweendigitalmediaandAI.Jegede(2024)exploredspeechactsandinteractivedynamicsonsocialmediaplatformsbasedoncorpusmethods,revealingthedistributioncharacteristicsandinteractivepatternsofspeechactsinthedigitalspace,providingmethodologicalreferencesforspeechactresearchinonlinescenarios.AbdelhadyandPitychoutinsanalyzedthepolitenessstrategiesofArabiclanguageusersintheirinteractionwithChatGPTusingthelanguagecorpusmethod.TheyfoundthatAIdialoguesystemstendtohaveaprogrammatictendencyinpoliteexpression,whichissignificantlydifferentfromthedistributionofpolitenessstrategiesinhumaninteraction.ThisstudydirectlyinvolvestheanalysisofpragmaticfeaturesinAIconversations,providinganimportantreferenceforcomparingthediscoursedifferencesbetweenAIcustomerserviceandhumancustomerserviceinthisstudy.Thirdly,researchonemotionalexpressionandserviceeffectivenessofAIcustomerservice.Zhangetal.(2024)studiedtheimpactofemotionalexpressioninAIchatbotsoncustomersatisfactionanditsunderlyingmechanismsandboundaryconditions.TheyfoundthatappropriateemotionalexpressioninAIcustomerservicecansignificantlyimprovecustomersatisfaction,buttheeffectivenessofemotionalexpressionismoderatedbyproducttypeandusercharacteristics.Shamsetal.(2024)exploredtheeffectofhumorandinformallanguageonservicerecoverysatisfactioninchatbotservicerecoveryscenarios,andfoundthatappropriateuseofhumorandinformallanguagecanenhanceservicerecoveryeffectiveness,butexcessiveusecanhavetheoppositeeffect.Wan(2024)comparedandanalyzedthelanguagedifferencesbetweengenerativeAIandhotelmanagersinonlinecomplaintresponses,andfoundthatAIresponseshavesignificantdifferencesinlanguageformality,emotionalexpressionlength,andspecificitycomparedtomanualresponses.Manualresponsesaremorepersonalizedandcontextadapted.LiuandCao(2025)furtherinvestigatedthedualpatheffectofAIandmanualapologyinservicefailurescenariosintheaviationindustry,examiningthemediatingroleofdisgustemotionsandthemoderatingroleofpowerperception.TheyfoundthatAIapologyandmanualapologyaffectconsumers'serviceevaluationsthroughdifferentpsychologicalpathways.ThesestudieshaveconfirmedthedifferenceineffectivenessbetweenAIapologyandmanualapologyfromtheperspectivesofmanagementandconsumerbehavior,providingimportantempiricalbasisforthisresearch.Fourthly,discourseanalysisandresearchoncorporateapologydiscourse.WangandJiang(2025)usedlocalgrammarmethodstostudythecharacteristicsofapologydiscourseinEnglishcompanyapologyletters,andanalyzedthestructuralpatternsandsemanticconfigurationsofapologyspeechactsfromtheperspectiveofdiscoursegrammar.Thisstudydemonstratestheanalyticalpathofwrittenapologydiscourseinenterprises,providingmethodologicalreferenceforanalyzingcustomerserviceapologydiscourseinthisstudy.(3)ResearchReviewOverall,existingresearchathomeandabroadhasaccumulatedrichachievementsinapologyspeechacttheory,cross-culturalpragmaticcomparison,andAIcustomerserviceeffectiveness,layingasolidtheoreticalfoundationandmethodologicalreferenceforthisstudy.Especiallyinrecentyears,withtherapiddevelopmentofgenerativeAI,academiahasbeguntopayattentiontothepragmaticfeaturesofAIdialogueandtheserviceeffectivenessofAIcustomerservice,andhasmadeaseriesofvaluablediscoveries.However,existingresearchstillhasthefollowingshortcomings:firstly,existingstudiesonapologyspeechactsmostlyfocusoncross-culturalcomparisonsbetweenrealpeople,withlessattentionpaidtotheapologydiscoursecharacteristicsofAIcustomerservice,anewtypeofcommunicativesubject,andalackofsystematicpragmaticcomparativeanalysisbetweenAIapologiesandmanualapologies.Secondly,existingresearchonAIcustomerservicemostlyexploresserviceeffectivenessandusersatisfactionfromamanagementperspective,withlessattentionpaidtothelanguageform,strategyselection,andpolitenesscharacteristicsofapologydiscoursefromapragmaticsmicroperspective,andinsufficientattentionpaidtothepragmaticappropriatenessofAIapologydiscourse.Thirdly,existingresearchmostlyfocusesondomesticservicescenariossuchashotelsandairlines,withinsufficientattentionpaidtothecross-culturalservicescenarioofcross-bordere-commerce.ThereisalackofspecializedresearchonEnglishcustomerserviceapologylanguageincross-borderlogisticsdisputescenarios.ThisstudyaimstoaddresstheaforementionedshortcomingsbyusingtheSHEINcross-bordere-commercelogisticsdisputescenarioasaspecificcontext.Basedonpragmaticstheory,itsystematicallycomparesandanalyzesthesimilaritiesanddifferencesbetweenAIcustomerserviceandhumancustomerserviceEnglishapologylanguage,revealingthepragmaticcharacteristicsandshortcomingsofAIapologylanguage,inordertofillthegapinexistingresearchinthisspecificscenarioandperspective.二、研究的主要内容、准备采取的技术路线及拟解决的关键问题1.ThemaincontentoftheresearchThisstudyfocusesontheEnglishapologyexpressionsofAIcustomerserviceandmanualcustomerserviceinthelogisticsdisputescenarioofSHEINcross-bordere-commerceplatform.Basedonspeechacttheory,BrownandLevinson'sfacetheory,andpolitenessstrategytheory,acorpusanalysisandcasestudymethodareusedtosystematicallycompareandanalyzethedifferencesinstrategyselection,languageform,politenesslevel,andinterpersonalfunctionbetweenAIcustomerserviceandmanualcustomerserviceinapologyspeechacts.Themainresearchcontentincludesthefollowingfouraspects:Firstly,ananalysisofthediscoursecharacteristicsofSHEIN'scross-bordere-commercelogisticsdisputescenarios.Thissectionfirstsortsoutthemaintypesofcross-bordere-commercelogisticsdisputesandthecharacteristicsofserviceerrors,analyzestheoverallstructureanddiscourseprocessofcustomerservicedialogueontheSHEINplatform,clarifiesthecontext,interactionmode,andcommunicationgoalsofcustomerserviceapologydiscourseinlogisticsdisputescenarios,andlaysacontextualfoundationforsubsequentcomparativeanalysisofapologystrategies.Secondly,theclassificationandfeaturecomparisonofapologystrategiesbetweenAIcustomerserviceandmanualcustomerservice.BasedonOlshtainandCohen'sapologystrategyclassificationframework,combinedwiththeactualcharacteristicsofSHEINcustomerservicecorpus,anapologystrategyanalysiscodingtableisestablished,whichdividesapologystrategiesintomaintypessuchasclearapology,takingresponsibility,explanation,compensationmeasures,appeasementandempathy,andsilentavoidance.Onthisbasis,thefrequency,combinationpatterns,anddistributioncharacteristicsofAIcustomerserviceandmanualcustomerserviceinvariousapologystrategieswillbeseparatelycounted,andthesimilaritiesanddifferencesinstrategyselectionpreferencesbetweenthetwowillbecomparedandanalyzed.Thirdly,acomparisonofthelanguageformandpolitenesslevelofapologylanguagebetweenAIcustomerserviceandhumancustomerservice.Analyzethelanguageformcharacteristicsofapologydiscoursefromthreelevels:vocabulary,syntax,anddiscourse,includingthedegreeofmodifieruse,sentencestructureselection,tonestrength,anddiscoursestructure.Atthesametime,usingBrownandLevinson'sfacetheory,evaluatethepolitenesslevelofapologylanguagefromtwodimensions:positivefaceandnegativeface,andcompareandanalyzethedifferencesintheuseofpolitenessstrategiesbetweenAIcustomerserviceandhumancustomerservice.Fourthly,thepragmaticinadequacyandoptimizationpathofAIcustomerserviceapologylanguage.Basedonthecomparativeanalysisresults,summarizethemainpragmaticdeficienciesofAIcustomerserviceinapologylanguage,suchasformulaicemotionalexpression,insufficientcontextualadaptation,lowdegreeofpersonalization,andinsufficientfacecare.Basedonconsumerfeedbackandserviceremediationtheory,proposeoptimizationdirectionsandspecificstrategysuggestionsforAIcustomerserviceapologylanguage,providingreferenceforimprovingthecross-culturalservicecapabilitiesofAIcustomerservice.2.ThetechnicalroutetobeadoptedThisstudyadoptsatechnicalapproachthatcombinesliteratureresearch,corpusanalysis,andcasestudymethods(1)Literatureresearchmethod:Byreviewingrelevantliteratureonapologyspeechacts,politenesstheory,AIcustomerservicediscourse,serviceremedies,andotherfieldsathomeandabroad,existingresearchresultsandtheoreticalfoundationsaresortedout,andananalyticalframeworkforthisstudyisconstructedtoclarifytheresearchentrypointandanalyticaldimensions.(2)Corpusanalysismethod:CollectEnglishdialoguecorporabetweenAIcustomerserviceandmanualcustomerserviceinthelogisticsdisputescenarioofSHEINcross-bordere-commerceplatform,establishasmallcomparativecorpus,usepragmaticanalysismethodstotranscribe,annotate,andclassifythecorpus,andquantitativelycompareandanalyzethedifferencesinapologystrategyselectionandlanguageformbetweenAIcustomerserviceandmanualcustomerservice.(3)Casestudymethod:Selecttypicalsuccessfulandfailedapologycasesforin-depthanalysis,combinespecificcontextsandconsumerfeedback,qualitativelyanalyzethecommunicativeeffectsofdifferentapologyutterances,andextractthepragmaticshortcomingsandoptimizationdirectionsofAIcustomerserviceapologyutterances.3.KeyissuestobeaddressedThekeyissuestobeaddressedinthisstudyinclude:Firstly,inSHEINcross-bordere-commercelogisticsdisputescenarios,whatarethesimilaritiesanddifferencesbetweenAIcustomerserviceandhumancustomerserviceintheirstrategychoicesforapologyspeechacts?Whataretheirrespectivedistributioncharacteristicsandcombinationpatterns?Secondly,whatarethedifferencesinlanguageformandpolitenessbetweenapologylanguageusedbyAIcustomerserviceandhumancustomerservice?Howdothesedifferencesaffectthecommunicativeeffectivenessofapologies?Thirdly,whatpragmaticflawsexistintheapologylanguageofAIcustomerservice?HowtooptimizetheapologyexpressionofAIcustomerservicefromapragmaticperspective,enhancetheircross-culturalservicecapabilitiesandserviceremediationeffects?三、已有的研究工作基础、已具备的研究条件及实现研究目标的可行性分析1.ExistingresearchworkfoundationThisstudyhasalreadycarriedoutsufficientpreparationworkintheearlystage.Firstly,thesystemhasstudiedandorganizedrelevanttheoriesinpragmatics,gainingadeeperunderstandingofcoretheoriessuchasspeechacttheory,facetheory,andpolitenessstrategytheory,layingatheoreticalfoundationforconstructingananalyticalframework.Secondly,preliminaryresearchliteratureoncross-bordere-commercecustomerserviceandAIdialoguehasbeencollected,providingacomprehensiveunderstandingofresearchareassuchasAIcustomerservicediscoursecharacteristicsandapologystrategiesinserviceremediation.Again,byobservingandexperiencingtheonlinecustomerserviceofcross-bordere-commerceplatformssuchasSHEIN,wehavegainedapreliminaryunderstandingofthecustomerservicedialoguepatternsanddiscoursecharacteristicsinlogisticsdisputescenarios.Inaddition,learnershavemasteredbasiccorpusanalysismethodsandqualitativeresearchskills,andarecapableofperformingcorpusannotationandanalysisworkinthisstudy.2.Existingresearchconditions(1)Literatureconditions:Relevantdomesticandforeignliteratureonapologyspeechacts,AIcustomerservice,cross-bordere-commerceservices,pragmatics,etc.hasbeencollectedthroughacademicdatabasessuchasChinaNationalKnowledgeInfrastructure,WanfangDatabase,WebofScience,GoogleScholar,etc.,coveringvarioustypessuchasjournalarticles,dissertations,conferencepapers,etc.Theliteraturequalityishighandtherelevancetothetopicisstrong.(2)Languageacquisitionconditions:TheonlinecustomerservicedialogueofSHEINcross-bordere-commerceplatformispubliclyaccessiblecontent,andAIcustomerserviceandmanualcustomerservicedialoguelanguageinlogisticsdisputescenarioscanbecollectedthroughactualconsultationandscreenrecording.Atthesametime,relevantindustryreportsanduserevaluationmaterialsalsoproviderichauxiliarydataforresearch.(3)Theoreticalandmethodologicalconditions:Thisstudycomprehensivelyappliestheoriesandmethodsfrommultipledisciplinessuchaspragmatics,sociolinguistics,andbusinessEnglish.Theresearchmethodsarematureandreliable,andcorpusanalysisandcasestudiesarerelativelymatureresearchmethods,whichcanensurethescientificandsystematicnatureoftheresearch.Themainreferencescollectedareasfollows:Abdelhady,S.,&Pitychoutis,K.M.(2026).Acorpus-basedanalysisofpolitenessstrategiesinArabicspeakers'interactionswithChatGPT.CogentArts&Humanities,13(1).AlFraidan,A.,&Alhulaybi,A.A.(2025).ExploringlanguageuseinapologystrategiesoftouristsvisitingSaudiArabia.PLoSONE,20(2),e0319393.Hamza,R.F.(2025).ApragmaticstudyofapologyinEnglishandArabic.InternationalJournalofEducationHumanitiesandSocialScience,8(3).Jegede,O.O.(2024).Speechactsinthedigitalsphere:Acorpus-basedexplorationofinteractionaldynamicsonsocialmedia