Effect of Language Style in Virtual Community on Consumer Purchase Intentions

Maggie Wenjing Liu, Tsinghua University
Yuhong Guan, Tsinghua University
Yuhuang Zheng, Tsinghua University
This paper examines impact of language style on consumers’ purchase intention in virtual community and its underlying process. Through one field study and two experiments, we demonstrate that comparing to formal language style, informal style leads consumers to perceive closer psychological distance, which elicits more trust, subsequently increasing purchase intention.
[ to cite ]:
Maggie Wenjing Liu, Yuhong Guan, and Yuhuang Zheng (2014) ,"Effect of Language Style in Virtual Community on Consumer Purchase Intentions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 798-798.