Figure 1
The conceptual model shows five rectangular text boxes connected by labeled arrows. On the left, a text box is labeled “Language embodiment (Figurative versus literal language)”. In the center, two text boxes are vertically arranged, with “Visual fluency” positioned above “Credibility”. On the right, a text box is labeled “Recommendation adoption”. A text “H 1 plus” placed above “Visual fluency”. A text labeled “H 2 minus” is placed below “Credibility”. A diagonal rightward arrow emerges from “Language embodiment (Figurative versus literal language)” and connects to “Visual fluency”. Another diagonal rightward arrow emerges from “Language embodiment (Figurative versus literal language)” and connects to “Credibility”. A rightward arrow emerges from “Visual fluency” and points to “Recommendation adoption”, and another rightward arrow emerges from “Credibility” and points to “Recommendation adoption”. Above the central text boxes and slightly to the right of “Language embodiment (Figurative versus literal language)”, a rectangular text box is present labeled “Consumer’s consumption goal (Hedonic versus utilitarian)”. Two downward arrows emerge from this top text box, with one arrow labeled “H 3 plus” pointing to the arrow connecting “Language embodiment (Figurative versus literal language)” and “Visual fluency”, and the other arrow labeled “H 4 plus” pointing to the arrow connecting “Language embodiment (Figurative versus literal language)” and “Credibility”.Research model