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A Study on the Effect of Language Style Matching of a Review and the Whole Reviews on Perceived Customer Review Helpfulness

机译：评论和整体评论的语言风格匹配对感知顾客评论有用性的影响研究

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Based on the review data of the Amazon,our research discuss that the effect of language style matching of a review and the whole reviews on perceived customer review helpfulness and the moderating effect of product type and product brand to the relationship between language style matching of a review and the whole reviews and perceived customer review helpfulness.Our study found:For experience goods and low reputation brand products,the language style matching of a review and the whole review have positive effects on perceived customer review helpfulness.That is:higher language style matching between a review and the whole review leads to higher perceived customer review helpfulness;For search goods and high reputation brand products,the language style matching of a review and the whole review have negative effects on perceived customer review helpfulness.That is:lower language style matching between a review and the whole review leads to higher perceived customer review helpfulness.
机译：基于亚马逊的评论数据，我们的研究讨论了评论和整个评论的语言风格匹配对感知的顾客评论有用性的影响以及产品类型和产品品牌对顾客的语言风格匹配之间的关系的调节作用。我们的研究发现：对于体验商品和低信誉品牌产品，评论和整个评论的语言风格匹配对感知的顾客评论有用性有积极影响。即：较高的语言风格评论与整体评论之间的匹配会导致更高的感知客户评论帮助;对于搜索商品和声誉较高的品牌产品，评论与整体评论的语言风格匹配会对感知客户评论的帮助产生负面影响。评论与整个评论之间的样式匹配会导致更高的客户评论感知度。

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