Exploring the Impact of Communication Language, Language Style, and Interactivity on Presence and Purchase Intention: Moderating Effect of Environmental Language

Abstract

Our daily lives are increasingly influenced by interactive digital media like social media’s platforms and e-commerce websites. With a growing number of customers prefer online channels for shopping, language plays a critical role in articulating cognition and emotions. This study aims to examine the impact of communication language, language style, and interactive language on purchase intention, with social presence as a mediator and environmental language as a moderator. The research was conducted among customers in the Kingdom of Saudi Arabia (KSA) who engage in online shopping for clothing brands. Data was collected through structured questionnaires adopted from past research. SPSS and AMOS were used for data analysis. The results revealed that communication language, language style, and language interactivity positively influence social presence. Furthermore, there is a significant impact of social presence on intention purchase. The findings also confirmed the moderated mediational role of social presence and environmental language. This study contributes theoretically by viewing language through the lens of marketing, and offers practical implications for KSA-based online retailers aiming to strengthen their market position.