语言风格对在线评论有用性的影响:调节定向视角  

The Effect of Language Style on Consumers’Perceived Usefulness of Online Reviews:From the Perspective of Regulatory Focus

作　　者：朱振中[1] 房晓芸 单明辉 Haipeng(Allan)Chen Zhu Zhenzhong;Fang Xiaoyun;Shan Minghui;Haipeng(Allan)Chen(Business School,Shandong University of Technology;Tippie College of Business,University of Iowa)

机构地区：[1]山东理工大学管理学院 [2]Tippie College of Business,University of Iowa

出　　处：《南开管理评论》2024年第3期234-244,I0043,I0044,共13页Nankai Business Review

基　　金：山东省社会科学规划研究重点项目(22BGLJ04)资助。

摘　　要：在线评论已经成为许多消费者进行购买决策的重要依据。基于调节定向理论和诊断性模型,本文探讨了在线评论语言风格与调节定向对评论有用性的交互作用、影响机制及边界条件。通过三个实验研究发现,对预防定向(vs.促进定向)消费者而言,陈述性(vs.修辞性)语言更能产生评论有用性感知,而感知诊断性发挥中介作用。本文也确定了服务类型对该机制的再调节作用:对体验服务而言,预防定向(vs.促进定向)消费者对陈述性(vs.修辞性)语言产生更高评论有用性;对信任服务而言,两种调节定向消费者都更喜欢陈述性语言。As one of the most important sources of information,online reviews are an important basis for many consumers to make purchasing decisions.The content(i.e.,“what is said”)and the way of delivery(i.e.,“how it is said”)are equally important in online reviews.Therefore,it is not wise to follow the review content of online reviews as an important factor in determining the review quality.Instead,there may be a potential influence of language style as a way of information transmission on the perceived review quality.There is still a divergence of opinion regarding the understanding of how language style affects review usefulness.Little is known about what the mechanism inherent in language style that affects review usefulness is,and under what circumstances that mechanism is most effective,and further research is needed.This paper systematizes online reviews and their usefulness,language style,regulatory focus theory and perceived diagnosticity,then constructs a conceptual model of language style affecting online review usefulness,conducts three online experiments and one offline experiment,provides empirical support for the research hypothesis,and obtain valuable conclusions.Firstly,based on the regulatory focus theory,this paper uses hotel online reviews as stimulus materials,and the consistency results of online and offline experiments show the interaction between language style (literal vs. figurative) and regulatory focus (prevention focused vs. promo-tion focused). Specifically, for consumers with prevention focus (vs. promotion focus), literal (figurative) language was more able to produce the perception of online review usefulness. Secondly, using restaurant online reviews as stimulus materials, the interaction effect between language style (literal vs. figurative) and regulatory focus (prevention focused vs. promotion focused) was verified, and the mediating role of perceived diagnosticity was further demonstrated. Finally, the type of service (experience service vs. cre-dence service) introduces a rese

关 键 词：在线评论 语言风格 调节定向 感知诊断性 评论有用性 

分 类 号：F724.6[经济管理—产业经济] F274[语言文字—语言学] H05