• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.10
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• pp.2893-2899
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• 2009

The study classified speech styles of shopping hosts and tried to examine how the classified speech styles have an effect on the evaluation of shopping hosts and the purchase intentions. In the evaluation of speech styles of shopping hosts, except customer-oriented confutative style, credibility, descriptive relevance, other speech styles are analyzed to have an impact on the styles. When we investigate the influential relations between speech styles proved by a theory and the evaluation of shopping hosts, the demonstrative style comes first, the expressive style is next and the descriptive follows in terms of influential power. In terms of the purchasing intention, speech styles of shopping hosts have an effect on the demonstrative and expressive types rather than the elucidative and descriptive ones. Namely, the analysis shows that the speech style which is logically persuasive and expresses the contents in detail is preferred to the descriptive and leading speech style.