Previous research has shown that online reviews significantly influence consumer product evaluations, purchase decisions, and behaviors. This study categorizes online reviews into literal and figurative styles based on content and language. Product type acts as a moderator to explore how review language style impacts purchase intentions through the lens of social presence. Two studies in China investigated the interaction between language style and product type on purchase intention, with social presence mediating the relationship. For search products, literal reviews create stronger social presence, leading to higher purchase intentions. Conversely, for experience products, figurative reviews enhance social presence and purchase intentions. The findings expand the understanding of social presence antecedents and offer practical implications for online businesses.

Zhen Liu, Shao-hui Lei, Yu-lang Guo, Zhi-ang Zhou