系统管理学报2024，Vol.33Issue(5)：1136-1150,15.DOI:10.3969/j.issn2097-4558.2024.05.001
商家回复语言风格匹配度对用户评论写作风格的影响
Impact of Linguistic Style Matching in Managerial Responses on User Review Writing Style
摘要
Abstract
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.关键词
商家回复/用户评论/写作风格/数字化平台/交际适应理论Key words
managerial responses/user reviews/writing style/digital platforms/communication accommodation theory分类
管理科学引用本文复制引用
王博文,王乐,潘大鹏,张紫琼..商家回复语言风格匹配度对用户评论写作风格的影响[J].系统管理学报,2024,33(5):1136-1150,15.基金项目
国家自然科学基金资助项目(72131005,72121001) （72131005,72121001）
