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.

Key words:

managerial responses, user reviews, writing style, digital platforms, communication accommodation theory

摘要：

数字化平台中评论写作风格在塑造品牌形象、影响购物决策等方面发挥关键作用。然而，商家如何通过制定回复语言策略来影响用户评论写作风格是数字化平台商家互动管理亟待解决的问题。基于交际适应理论，以数字化旅游平台中的用户评论和商家回复数据为研究样本，构建双向固定效应模型来探究商家回复语言风格匹配度对用户评论写作风格的影响。研究结果表明：商家回复与用户评论的语言风格匹配度正向影响后续评论真实型写作风格，负向影响后续评论分析型写作风格；商家声誉对语言风格匹配度与后续评论写作风格的关系具有显著的正向调节作用。揭示了商家回复语言风格匹配度对用户评论写作风格的影响，拓展了数字化平台中商家回复与评论写作风格的相关研究。

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