Although previous studies have examined the relationship between Language Style Matching (LSM) and review helpfulness, little research has been devoted to exploring the underlying psychological mechanism of the effect. The current research was conducted to investigate the effect of LSM on review helpfulness, and to introduce perceived credibility as the psychological mechanism that explains the effect. The findings from three experimental studies have shown that perceived credibility explains the positive effect of LSM on review helpfulness. Moreover, consumers find that reviews with high LSM are more helpful and credible when experts rather than peers provide the reviews. This research contributes to the literature on LSM and the helpfulness of reviews by showing how congruency in the language of the review provided by experts increases the reviews' appeal and offers practical suggestions for managers and marketers to better manage their product and service reviews.

中文翻译：

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“Why do you find similar reviews helpful？”：语言风格匹配对评论有用性影响的心理机制


尽管以前的研究已经检查了语言风格匹配 （LSM） 与评论有用性之间的关系，但很少有研究致力于探索该效应的潜在心理机制。目前的研究是为了调查 LSM 对评论有用性的影响，并引入感知可信度作为解释这种效果的心理机制。三项实验研究的结果表明，感知可信度解释了 LSM 对评价有用性的积极影响。此外，消费者发现，当专家而不是同行提供评论时，具有高 LSM 的评论更有帮助和可信。这项研究通过展示专家提供的评论语言的一致性如何增加评论的吸引力，并为管理人员和营销人员提供更好的实用建议，以更好地管理他们的产品和服务评论，从而为有关 LSM 的文献和评论的帮助做出了贡献。