Abstract
Based on the move analysis theory of the ESP school, this research selects 10 product description pages of both Chinese and American e-stores on the international e-commerce platform eBay as the corpus of this paper. Quantitative analysis is used to compare the distinctive move structures of the product description in Chinese and American e-stores in order to find out the similarities and differences of moves employed between different countries and try to give explanations for the reasons behind these differences from the perspective of cross-cultural communication. The results of this paper can be regarded as a valuable resource for those online shoppers from both China and America so that they can have a better idea to edit the product detail page and it is hoped that this paper could also provide some inspiration on the ESP teaching.
Highlights
Tang Lei Postgraduate student, School of Foreign Languages, Jiangxi University of Finance and Economics, NanchangJiangxi, China
The results of this paper can be regarded as a valuable resource for those online shoppers from both China and America so that they can have a better idea to edit the product detail page and it is hoped that this paper could provide some inspiration on the ESP teaching
Given the shortage of informative researches on the linguistic nature of e-commerce product description and given the need in ecommerce platform for the attractive design of product description, in an effort to learn more about Sino-US similarities and differences on the product description on eBay, this paper explores the move analysis of eBay product description
Summary
Chinese description prefers to provide more methods for customers to ask for refunds in order to avoid any possible negative comments which could vastly reduce estore traffic on eBay. It is clear to see that in American e-store description, the hyperlinks of some hot-sale products and the companies would be added in the product description, while in Chinese e-stores’ product description, the online shopper would only leave a sentence to ask consumers to contact them when there is any problem, without any contact information, only the account e-mail attached automatically. By comparing the realistic product description of face masks in the American and Chinese eBay e-store, it can be found that the accurate delivery time is always displayed in Chinese description for the goods would take a long period to be delivered to international consumers from China Another difference is that in the American website product description, the advantage of the product would be carried out in the product features move, in contrast, Chinese shoppers would not put this step on their detail page. The following is the table that presents the formats adoption frequency between Chinese and American eBay stores
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