本文以多種語言抽象性檢驗在不同產品類型之下，網路口碑接收者的購買意願。結果發現，不論語言抽象性是以語言類別模型(LCM)、解釋水平理論(CLT)或是情境有效理論(context availability theory)為基礎來探討，產品類型皆會影響到語言抽象性對購買意願的效果。我們分別以三個實驗證實了，比起使用具體(DAVs/有數字/篇幅長)的語言，當以抽象(Adjs/無數字/篇幅短)的語言來描述享樂品時，能夠增加消費者對產品的購買意願；實用品的情形則相反。

We examine that how language abstraction influence consumers purchase intention under different product type (hedonic or utilitarian). No matter the language abstraction was base on LCM, CLT, or context availability theory, product type play an moderator rule between language abstraction and purchase intention. Study 1 show there is a “Fit”between hedonic product and abstract descriptions, and concreteness effect observe in utilitarian product and concrete descriptions. Such relationship also found in study 2-3, compare with concrete words (numeric/long descriptions), consumers purchase intention toward the product will be higher when they see the abstract words (non-numeric/brief descriptions) in hedonic condition. In contrast, in utilitarian condition, consumers purchase intention was higher when they see concrete words compare to abstract words.

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