The impact of language style on consumers′ reactions to online reviews

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• 作者：Laurie Wu^a ; ^{laurie.wu@temple.edu}Author Vitae ; Han Shen^b ; ^{shen_han@fudan.edu.cn}Author Vitae ; Alei Fan^c ; ^{fan182@purdue.edu}Author Vitae ; Anna S. Mattila^d ; ^asm6@psu.eduAuthor Vitae
• 关键词：Language style ; Online reviews ; Reviewer expertise ; Language Expectancy Theory
• 刊名：Tourism Management
• 出版年：2017
• 出版时间：April 2017
• 年：2017
• 卷：59
• 期：Complete
• 页码：590-596
• 全文大小：692 K
• 卷排序：59

文摘

The current research examines the novel impact of an online review's language style (figurative vs. literal) on consumers' attitudes and purchase intentions toward a reviewed business. Contradictory to previous marketing research, this research found that figurative language doesn't offer significant advantages in terms of persuasive power. Reviewer expertise level was found to moderate the impact of review's language style on consumers' attitudes and purchase intentions. Serial mediation tests show that the causal link between language typicality and reviewer's perceived expertise explains the language style effect.