Impact of Language Style on Purchase Intention Mediation Effect of Perceived Credibility: Case from Pakistan

Abstract

Purpose: The current study investigates the new impact of the language style of online reviews (figurative vs. literal) on customers' perceived credibility and purchase intention the use of figurative language to advertise product quality and social presence has been advocated in previous marketing research.
 Design/Methodology/Approach: The theory of expectation is adopted that is developed by Victor Vroom, is used in this study. It claims that a person would act or behave in a certain way because they are motivated to choose a specific behavior over others because of the desired output of that activity. A Google Forms quiz was created to collect data from persons who have done online purchasing. They were divided into two groups. The sentiment is echoed by a sample of 334 Pakistani students. The results were assessed using structural equation modeling (SPSS).
 Findings: The findings show that consumers' purchasing intentions are influenced by both the language style of online reviews and their perceived reliability. Literal reviews, as opposed to figurative reviews, can increase users' desire to purchase search products. Consumers' willingness to buy experience products may be improved through figurative reviews.
 Implications/Originality/Value: In the context of Pakistan customer's trust in online shopping is not good. They think these platforms are not trustworthy. With the help of Literal reviews’, we can build customers' trust in online shopping.