Impact of Linguistic Style Matching in Managerial Responses on User Review Writing Style
Review writing style in digital platforms plays a key role in shaping brand image and exerting influence over shopping decisions.However,how merchants can influence the review writing style of users by developing response language strategies remains a pressing issue in merchant interaction management on digital platforms.To address this problem,this paper,employing the communication accommodation theory and taking user reviews and managerial responses data from the digital travel platform as research samples,explores the effect of linguistic style matching in managerial responses on user review writing style,through the construction of a two-way fixed effect model.The results show that the linguistic style matching between managerial responses and user reviews positively affects the authentic writing style of subsequent reviews,and negatively affects the analytical writing style of subsequent reviews,and merchant reputation exerts a significant positive moderating effect on this relationship.This paper reveals the impact of linguistic style matching in managerial responses on subsequent review writing style,and expands the research on managerial responses and review writing style in digital platforms.
managerial responsesuser reviewswriting styledigital platformscommunication accommodation theory
国家科技期刊平台
NSTL
万方数据
