Impact Of Online Review Language Style On Consumers' Purchase Intention

This article explores the impact of online review language style on consumer purchase intention from the perspective of product type.The research method used in this paper is experimental method.Experiment 1 initially explores the metaphorical language style in online review in the context of experience product.The declarative language style makes it easier to increase consumers' willingness to purchase.In the context of search products,online commentary is more likely to increase the willingness of consumers to purchase than a metaphorical language style.The second experiment explores In the process of online reviews affecting purchase intentions,the mediating effects of social presence,the study found that for search products,comparative metaphorical online reviews and declarative online reviews have brought a stronger sense of social presence to consumers.To higher purchase willingness,for the experience product,the metaphorical online commentary brings more social presence to the consumer than the statement-based online commentary,resulting in a higher purchase willingness.Through logical derivation of variables,literature review,discovery of research problems,and assumptions,using the experimental methods of design and the final statistical analysis of data,the interaction and mediating effects in the paper were verified.This study explores the interactions between online comment language styles and product types,and explores the interactions between them.It also explores the role of social immersiveness as an intermediary effect in the process of online review language styles affecting consumers' purchase intentions..Research has enriched the literature on social presence and purchase intention,providing a theoretical reference for the study of online reviews,and has certain theoretical and practical significance.