【摘要】 从在线信息语言表达形式属性语言强度的视角出发,引入关系类型作为调节变量,通过田野实验在电商的CRM数据库中选择被试,获取不同关系类型的被试在接收不同语言强度信息后购买行为的一手数据,通过分析得出结论:关注关系与语言强度匹配能促进消费者的实际购买行为。具体而言,在关注关系下,相比强势语言,消费者对弱势语言有更多的购买行为;非关注关系下,相比弱势语言,消费者对强势语言有更多的购买行为。更多还原

【Abstract】 From the perspective of a formal attribute of online information——linguistic powerfulness, this paper examines the impact of online information’s linguistic powerfulness on customer purchase behavior in the context of connection type. In this paper, we utilize a field study, choosing subjects in an e-commerce CRM database, and extracting first-hand data of subjects’ purchase behaviors after their receiving different linguistic powerfulness online information under different information connection types. After analysis we draw a conclusion that: the match of connection type and linguistic powerfulness can folster customer purchase behavior. Specifically, under connection relationship, compared to low linguistic powerfulness online information, high linguistic powerfulness online information can lead to more purchase behaviors; under non-connection relationship, compared to high linguistic powerfulness online information, low linguistic powerfulness online information can lead to more purchase behaviors.更多还原