归属院系：

新闻传播学院（融媒体学院）

作者：

周诺洁

导师：

张燚

导师单位：

新闻传播学院（融媒体学院）

学位：

硕士

语种：

中文

关键词：

在线评论;语言模仿;感知诊断性;情感共鸣;购买意愿

摘要：

互联网与社交媒体的深度发展使得在线评论成为影响消费者决策的重要信息源。评论中普遍存在的语言模仿行为，即用户有意或无意地复制他人评论的语言内容或风格，已被证实能够增强评论的说服力。然而，现有研究多聚焦于语言模仿的单一效应或机制，未能系统揭示其效能在不同消费情境下的动态适配规律与边界条件。基于此，本研究旨在探究在线评论语言模仿（内容模仿vs.风格模仿）的匹配效应，即其如何与产品类型（功能型vs.体验型）及平台互动性（高vs.低）相适配，并通过差异化心理机制影响其购买意愿。本研究整合精细加工可能性模型（ELM）与社会认同理论（SIT），构建了一个“情境-心理-行为”的理论分析框架。研究提出，产品类型系统性地调节了语言模仿的主导路径：对于功能型产品，强调参数与事实描述的语言内容模仿通过提升消费者的感知诊断性（认知路径）更有效；对于体验型产品，侧重情感与风格渲染的语言风格模仿通过激发消费者的情感共鸣（情感路径）更有效。进一步地，平台互动性作为关键边界条件，调节上述匹配效应及其心理机制：低互动平台（如传统电商）强化了功能型产品-内容模仿匹配通过感知诊断性影响购买意愿的路径；而高互动平台（如社交电商）则放大了体验型产品-风格模仿匹配通过情感共鸣影响购买意愿的路径。为验证理论假设，本文通过三项严谨的线上控制实验展开实证检验。实验一以智能手机（功能型）和高档床垫（体验型）为实验刺激物，初步验证了产品类型与语言模仿类型存在显著的匹配效应（H1）。实验二引入打印机（功能型）和旅游酒店（体验型）作为新刺激物，在复验匹配效应的基础上，通过Process中介分析模型证实了感知诊断性在“功能型产品-内容模仿”路径中的中介作用（H2a），以及情感共鸣在“体验型产品-风格模仿”路径中的中介作用（H2b）。实验三进一步引入平台互动性作为调节变量，以榨汁机（功能型）和香水（体验型）为刺激物，模拟淘宝（低互动）与抖音（高互动）平台界面。结果证实，平台互动性不仅调节了产品类型-语言模仿匹配对购买意愿的直接效应（H3），还调节了其对感知诊断性（H4a）与情感共鸣（H4b）的影响，从而构成了有调节的中介模型。本研究的主要结论如下：(1) 在线评论语言模仿存在显著的情境适配效应，即功能型产品与内容模仿匹配、体验型产品与风格模仿匹配能更有效地提升消费者购买意愿。(2) 上述匹配效应分别通过感知诊断性和情感共鸣的双重中介机制实现。(3) 平台互动性是关键的调节变量，低互动平台强化了功能型产品-内容模仿匹配的理性认知路径，而高互动平台则放大了体验型产品-风格模仿匹配的感性情感路径。本研究的理论贡献在于：第一，通过融合ELM与SIT，构建并验证了一个动态适配的解释框架，突破了以往研究对单一机制或情境的局限，明确了语言模仿策略生效的边界条件。第二，厘清了感知诊断性与情感共鸣双中介路径在不同产品属性下的主导性及其受平台互动性调节的复杂关系，深化了对语言说服微观机制的理解。第三，将平台互动性从静态背景提升为核心调节变量，实证了平台媒介特性对营销沟通效果的能动塑造作用，拓展了平台语境的理论内涵。实践上，研究为企业与平台优化在线评论管理提供了精准的策略指引，建议依据“产品-平台”双维情境，差异化地引导和展示内容模仿或风格模仿评论，以提升在线评论的传播效能与转化率。最后，本文指出了研究局限并对未来探索AI生成评论、负面评论效应及神经科学方法应用等方向进行了展望。

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学科：

新闻与传播*

提交日期：

2026-08-28

引用参考：

周诺洁. 在线评论语言模仿的匹配效应研究——基于产品类型与平台互动性的权变视角[D]. 西南政法大学,2026.

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