摘要
产品描述是知识产品化过程的关键环节,影响消费者购买决策。现有文献主要从产品信息、生产者特点等视角对产品销量展开研究,忽视了产品描述中语言风格的说服效应。本文基于亚里士多德修辞理论,从诉诸人格、诉诸逻辑、诉诸情感三方面提出六类语言风格;据此构建语言风格对产品销量影响的理论模型,并探讨知识生产者声誉对语言风格与产品销量间关系的调节作用。本文采用6220场知乎Live数据验证模型与假设。结果表明,产品描述的可信度、独断性、论证清晰性、许诺性及逆向激励正向影响产品销量,论证结构性负向影响产品销量;同时,知识生产者声誉对独断性、论证结构性、论证清晰性及许诺性与产品销量间关系具有显著调节作用。最后,本文探讨了研究的理论与实践意义。
Product description is a key part in knowledge productization process and crucial to consumers’purchasing decisions.Previous studies have explored the product sales from the perspectives of product information,producer characteristics,and marketing channels,but the persuasive effect of linguistic styles in product description has been ignored.Based on Aristotle`s rhetoric theory,this paper proposes six linguistic styles from three aspects,i.e.appealing to ethos,appealing to logos and appealing to pathos.The six linguistic styles are credibility,assertiveness,structure of agreements,clarity of arguments,commissive and adverse incentive.Then this paper constructs a theoretical model to examine the effect of linguistic styles on product sales.Moreover,this paper studies the moderating effect of knowledge producer’s reputation,which belongs to inartistic forms of persuasion,on the relationship between linguistic styles and product sales.The data paying for knowledge product in Zhihu Live are used to verify proposed model.Results show that the credibility,assertiveness,clarity of arguments,commissive and adverse incentive of product description positively affect product sales and the structure of agreements of product description negatively affects product sales;the knowledge producer’s reputation has a significant moderating effect on the relationship between assertiveness and product sales,structure of agreements and product sales,clarity of arguments and product sales,commissive and product sales.The results validate the persuasive effect of linguistic styles in product description and the bias effect of inartistic forms of persuasion on artistic forms of persuasion.This paper explores the knowledge product sales from the perspective of product description for the first time,which enriches the interdisciplinary literature on the linguistics and marketing.This paper expands Aristotle’s rhetoric theory by considering the moderating effect of inartistic forms of persuasion.The results provide practical reference for knowledge producers to create product descriptions and market knowledge products.The results also help knowledge payment platforms to recognize the importance of product description and knowledge producer reputation in product marketing.
作者
齐托托
刘倩
王天梅
周洵
Qi Tuotuo;Liu Qian;Wang Tianmei;Zhou Xun(Information School,Central University of Finance and Economics;China Center for Internet Economy Research,Central University of Finance and Economics)
出处
《南开管理评论》
CSSCI
北大核心
2020年第5期159-170,共12页
Nankai Business Review
基金
国家自然科学基金项目(72072194、71702206)
国家重点研发计划项目(2017YFB1400100)资助。
关键词
知识付费
产品描述
语言风格
产品销量
知识生产者声誉
Paying for Knowledge
Product Description
Linguistic Styles
Product Sales
Knowledge Producer’s Reputation
