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依据语言类别模型(LCM),本文从语言学视角检验消费者在网络评论中使用的语言。结果表明,对于正面和负面的产品经历,当消费者描述的经历与他们的品牌态度相一致的时候,他们使用更加抽象的措辞。这种效应不能被抽象的和具体的语言之间的效价差异所解释。具体地,正面网络评论中的抽象语言导致评论浏览者对网络评论者有一个更加正面的品牌态度的推断和对考虑中的品牌有更高的购买意愿;然而,对于负面网络评论则发现相反的结果。
Based on the language category model (LCM), this article examines the language consumer uses in online commentary from a linguistic perspective. The results show that for both positive and negative product experiences, consumers use more abstract wording when their descriptive experiences are consistent with their brand attitudes. This effect can not be explained by the difference in potency between abstract and concrete language. In particular, the abstract language in the positive web commentary leads commentators to infer a more positive brand attitude towards network commenters and a higher willingness to buy for brands under consideration; however, the negative web commentary finds the opposite result.