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首页> 外文期刊>Journal of interactive marketing >It's Not Just What You Say, But How You Say It: The Effect of Language Style Matching on Perceived Quality of Consumer Reviews
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It's Not Just What You Say, But How You Say It: The Effect of Language Style Matching on Perceived Quality of Consumer Reviews

机译：这不仅是您说的，而且是您说的：语言样式匹配对消费者评论感知质量的影响

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摘要

This study explores the role of language style in the perceived quality of online reviews. Drawing from research in psychology and sociology, we posit that language style matching (LSM) of a review-the degree to which the language style of a review matches the language style of intended customers-directly influences the perceived quality of the review. We also propose that LSM should matter more when processing fluency is greatly needed such as when customers learn about new products and process complicated product information. Using restaurant reviews from Yelp, we calculate the LSM score for every review to measure the distance between the language style of the focal review and the typical language style of the restaurant's intended customers. We find that LSM has a significant and positive effect on the number of useful votes received by a review. In addition, the effect of LSM is more pronounced for less familiar restaurants and for more complicated reviews. We discuss the implications of these findings for online review platforms, restaurant managers, and online review writers and close by identifying several opportunities for further research. (C) 2018
机译：这项研究探讨了语言风格在感知在线评论质量中的作用。根据心理学和社会学的研究，我们认为评论的语言风格匹配（LSM）（评论的语言风格与目标客户的语言风格匹配的程度）直接影响评论的感知质量。我们还建议，在非常需要处理流利性的情况下，例如当客户了解新产品并处理复杂的产品信息时，LSM应该更为重要。使用Yelp的餐厅评论，我们为每个评论计算LSM分数，以衡量焦点评论的语言风格与餐厅目标客户的典型语言风格之间的距离。我们发现LSM对评论收到的有用票数具有重大而积极的影响。此外，对于不那么熟悉的餐厅和更复杂的评论，LSM的效果更加明显。我们讨论了这些发现对在线评论平台，餐厅经理和在线评论作家的意义，并通过确定一些进一步研究的机会来结束本文。 （C）2018

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