关键词: 在线评论语言风格, 购物动机倾向, 事实性感知, 趣味性感知, 购买意愿

Abstract: Online reviews have become one of the important information sources for consumers to make purchase decisions. In recent years, scholars have paid more and more attention to the impact of language style of online reviews on consumers' purchase behavior, but they have reached contradictory conclusions. Based on the Language Expectation Theory, this paper explores the mechanism by which language style of online reviews affects consumers' purchase intention. Through two experiments, it is found that consumer shopping motivational orientation has a moderating effect, while factuality perception and interestingness perception have a mediating role in the above mechanisms. Specifically, for consumers with task motivation orientation, online reviews with literal language style make them generate stronger purchase intention, and factuality perception plays a mediating role in this process; For consumers with recreational motivation orientation, online reviews with figurative language make them produce stronger purchase intention, and interestingness perception plays a mediating role in this process.

Key words: Language Style of Online Reviews, Shopping Motivational Orientation, Factuality Perception, Interestingness Perception, Purchase Intention