Les spécificités lexico sémantiques et les stratégies conversationnelles dans le commerce en ligne

Abstract

This research work falls within the field of language sciences and focuses on verbal interactions in a digital commercial context. More specifically, it examines the lexico-semantic specificities and conversational strategies employed by sellers during online sales. Our research is based on the analysis of the live commerce video corpus and aims to identify the preferred linguistic structures as well as the conversational processes used to capture attention build trust and encourage purchase. Furthermore, questions addressed to sellers allow for a better understanding of sales strategies and interviews conducted with buyers have made it possible to better understand the reception of these strategies. The reaction shows a strong presence of emphatic processes, direct appeals to the interlocutor and speech acts oriented towards persuasive argumentation. These strategies are accompanied by valorizing, often hyperbolic lexicon, intended to promote the products in a semi-spontaneous conversational framework.