The interaction effect of online review language style and product type on consumers’ purchase intentions

Previous research has proved that online reviews on purchased goods can observably affect consumers’ evaluation of products, purchase decisions, and purchase behaviors. This study classify online reviews into literal reviews and figurative reviews according to content features and language style. Product type is taken as a moderator to explore the impact of language style of online reviews on consumers’ purchase intentions from the perspective of social presence. Based on two studies in China, the matching between online language style and product type is explored, which has an interactive effect on consumers’ purchase intention. Social presence plays a mediating role. When purchasing search products, literal (vs. figurative) online reviews give consumers stronger social presence, resulting in higher purchase intentions. When purchasing experience products, consumers have stronger social presence because of figurative (vs. literal) online reviews, thus enhancing purchase intentions. The results not only expand the antecedent of social presence, but also offer several practical implications for online practitioners.