The Effects of Linguistic Coordination on Perceived Quality of Consumer Reviews: A Dual Process Perspective
语言协调对消费者评论感知质量的影响:双过程视角
Angela Xia Liu 1Yinglei Wang 2Jurui Zhang3
作者信息
- 1. University of North Carolina at Charlotte, USA
- 2. Acadia University, Canada
- 3. University of Massachusetts Boston, USA
- 折叠
摘要
在线消费者评论作为一种重要的信息来源和影响力，受到营销研究者和从业人员的极大兴趣。本研究探讨了语言协调对评价质量的影响。在精化似然模型的基础上，作者认为两种类型的语言协调——主题匹配（语义成分）和语言风格匹配（词汇成分）对评论质量有着深刻的影响。利用自然语言处理工具和一种新的聚类技术来衡量匹配，基于IMDb数据集的实证分析支持这两种类型匹配的积极直接效应。此外，作者发现话题匹配和语言风格匹配在影响评论感知质量方面存在负交互作用。这些发现有助于理解在线评论质量，自然语言处理的应用丰富了研究人员可用的方法论工具包。
Abstract
Online consumer reviews, as a major source of information and influence, are of great interest to marketing researchers and practitioners. This study investigates the effects of linguistic coordination on perceived review quality. Drawing on the elaboration likelihood model, the authors theorize that two types of linguistic coordination-topic matching (semantic component) and language style matching (lexical component)-have profound effects on perceived review quality. Utilizing natural language processing tools and a novel clustering technique to measure matching, empirical analyses based on an IMDb data set support the positive direct effects of both types of matching. Moreover, the authors find that there is a negative interaction between topic matching and language style matching in affecting perceived review quality. The findings contribute to the understanding of online review quality, and the application of natural language processing enriches the methodological tool kit available to researchers.
Key words
perceived review quality/linguistic coordination/elaboration likelihood model/topic modeling/natural language processing引用本文复制引用
出版年
2023
NETL
NSTL
Sage