Effect of Language Style in Virtual Community on Consumer Purchase Intentions

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 798-798.

Authors

Maggie Wenjing Liu, Tsinghua University
Yuhong Guan, Tsinghua University
Yuhuang Zheng, Tsinghua University



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Featured

Mediation as a Multi-Dimensional Process of Brand-Related Interaction

Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.