Abstract:

Based on the Linguistic Category Model, it tries to examine the language that consumers use in online reviews from the perspective of linguistics. The results show that consumers use more abstract terms when they describe experiences that are in line with the valence of their brand attitude for both positive and negative product experiences. This effect cannot be explained by differences in valence between abstract and concrete language. Specifically, for the receiver, abstract language in positive online reviews leads to the inference that reviewers have a more positive brand attitude and to a higher buying intention for the brand under consideration; however, abstract language in negative online reviews leads to the inference that reviewers have a less positive brand attitude and to a lower buying intention for the brand under consideration.

Key words: Online reviews, Language abstraction, Brand attitude, Buying intention