This study examines 50 business responses to negative reviews on Amazon.com in order to identify common genre moves for responding to negative online reviews. To complement the genre analysis and assess the effectiveness of these common genre moves, the author conducted a survey seeking consumers’ feedback on three typical business responses to negative online reviews. This investigation not only provides feedback on how businesses can publicly respond to negative online reviews but also presents an empirical case on how we can balance genre stability and variation and go beyond just teaching typified genre features in our genre pedagogy.

中文翻译：

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在线语境中的体裁变化：响应负面的在线评论并在Amazon.Com上重新定义有效的体裁结构

这项研究调查了Amazon.com上针对负面评论的50种业务回复，以找出常见的流派举动来回应负面的在线评论。为了补充体裁分析并评估这些常见体裁动作的有效性，作者进行了一项调查，以调查消费者对负面在线评论的三种典型商业反应的反馈。这项调查不仅提供了有关企业如何公开回应负面在线评论的反馈，而且还提供了有关如何平衡体裁稳定性和变异性并超越了仅在体裁教学法中教授典型体裁特征的经验案例。