How to rebuild trust through apology: Evidence from public apology letters

This paper explores how apology strategies are used to rebuild the public's trust using evidence from Chinese e-commerce live-streaming hosts' apology letters. It is found that live-streaming hosts can use two strategies to rebuild the public's trust: apology-related metalanguage labels and apology-related supportive moves. The former are routine formulas generally used to give an explicit apology, such as “sorry.” The latter are strategies used to support apology-related metalanguage labels, including offering explanations, taking responsibility, making promises, showing empathy, and expressing integrity. Further quantitative analyses indicate that metalanguage labels alone cannot rebuild the public's trust. Trust can be rebuilt only by combining metalanguage labels and supportive moves. This paper contributes to the theoretical study of trustworthiness building in the public arena and can enhance trust relationships between e-commerce and the public.