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

摘要： 在线评论已经成为消费者做出购买决策的重要信息来源之一。近年来,学者们日益关注在线评论语言风格对消费者购买行为的影响,却得到了相互矛盾的结论。以语言期望理论为基础,本文探讨在线评论语言风格影响消费者购买意愿的作用机制。通过两个实验研究发现,消费者购物动机倾向具有调节效应,事实性感知与趣味性感知在上述机制中具有中介作用。具体来说,对于具有任务动机倾向的消费者而言,陈述性语言风格的在线评论使其产生更强的购买意愿,而事实性感知在其中发挥中介作用;对于具有娱乐动机倾向的消费者而言,修辞性语言风格的在线评论使其产生更强的购买意愿,而趣味性感知在其中发挥中介作用。研究结论丰富了在线评论语言风格相关领域的文献,对企业开展精准营销具有指导意义。

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