Effects Of Language Abstraction In Online Review On Purchase Intension

With the popularization and dissemination of the consumers' product online reviews on electricity business platform,the influence of online review to consumer online shopping is gradually expanding.Online review is becoming an important reference for consumers who purchase online when want to make a decision.Through a comprehensive review of online review,it was found that most of the related researches on online review focused on the influence of the content of the review,the number of review,the emotional tendency of the reviews and so on.Only a few scholars paid attention to the influence of the language abstraction of the online review of the consumer purchase intention.On the basis of their research,this paper added the product category as the adjustment variable,hoping to explore the relationship between language abstraction of online review and consumer purchase intention for products of different information characteristics under the situation of positive and negative online review.We conducted a 2(type of online review:positive vs.negative)x 2(language abstraction:concrete vs.)x 2(product category:search goods vs.experience goods)experiment and the hypothesis was verified.Empirical analysis of the experimental data show that the product type moderates the relationship between the language abstraction in online review and the consumer's purchase intention.It means that,under the situation of positive online review,compared with the abstract online review,the concrete online review to search product can make consumers have a higher purchase intention.Under the situation of positive online review,compared with concrete online review,the abstract online review to experience product can make consumers have a higher purchase intention.Under the situation of negative online review,the conclusion is just the opposite.This paper discusses the influence of online review on consumer cognition and purchase decision from a new perspective.It is of great significant on both academia and business practices.