When and why Language Assertiveness Affects Online Review Persuasion

IF 4.4 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality & Tourism Research Pub Date : 2022-02-04 DOI:10.1177/10963480221074280

Huiling Huang, Stephanie Q. Liu, Zhi Lu

引用次数: 6

Abstract

Recent research suggests that not only what is said (i.e., opinions) but also how it is said (i.e., language styles) can affect persuasion. Extending this stream of work, the current research aims to understand how language assertiveness affects online review persuasion. Study 1 explores consumers’ general perceptions of assertive versus nonassertive language and opinions about their relative persuasiveness in online reviews. Study 2 utilizes an experimental design to examine the congruency effects between language assertiveness and temporal distance on consumer responses. We find that online reviews containing assertive (vs. nonassertive) language engender higher perceived review helpfulness and more favorable attitudes toward the reviewed business for consumers whose travel time is in the distant future, whereas nonassertive (vs. assertive) language is more effective for consumers whose travel time is in the near future. Furthermore, mediation analysis results suggest that psychological comfort is the underlying mechanism explaining such effects.

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语言自信何时以及为何影响在线评论说服

最近的研究表明，不仅说话的内容(即观点)，说话的方式(即语言风格)也会影响说服力。延伸这一工作流，目前的研究旨在了解语言自信如何影响在线评论说服。研究1探讨了消费者对自信语言和非自信语言的总体看法，以及他们对在线评论中相对说服力的看法。研究二采用实验设计考察语言自信和时间距离对消费者反应的一致性影响。我们发现，对于旅行时间在遥远未来的消费者来说，包含自信语言的在线评论产生了更高的感知评论有用性和对被评论企业更有利的态度，而对于旅行时间在不远未来的消费者来说，包含自信语言的在线评论更有效。此外，中介分析结果表明，心理舒适是解释这种效应的潜在机制。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

10.10

自引率

9.50%

发文量

期刊介绍： The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.