网络表情符号对消费者购买意愿的影响研究

The Influence of Emoticons on Consumers' Purchase Decision

线上购物环境中,由于社会临场感较低及信息不对称性等因素影响,在线评论作成为消费者重点参考的对象。现有研究多集中在在线评论内容、评论效价等方面,忽视了非语言的影响因素。本文以表情符号为切入点,重点研究评论内容中的网络表情符号对于消费者最终购买决策的影响机制。本文研究采取实验法,共计发放问卷390份,研究结果显示:①网络环境中,评论效价对于消费者感知有用性有显著影响,与正面评论相比,负面评论对消费者感知有用性更强;②网络表情符的使用可以强化评论效价对消费者感知有用性的作用;③带表情符号的评论通过影响消费者感知来影响消费者的最终购买决策。本文在一定程度上拓展了在线评论和消费者感知有用性关系的研究。

Due to factors such as low social presence and information asymmetry, the online review becomes the key reference of consumers' purchase decision. Existing research focused on the content and valence of the online review, while the influence of the nonverbal representation was neglected. This article found out how the emoticons in the online review made difference to the consumers' final purchase decision. The experimental method was applied and in total of 390 questionnaires had been distributed in this research. The survey results can be summarized as the following points. Firstly, the valence of the review had a significant impact on consumers' perceived usefulness, especial the negative side. Secondly, the emoticons enhance the valence of the review influence on the consumers' perceived usefulness. Thirdly, the review with emoticons made a difference to the consumers' final purchase decision through the influenced consumer perception. To a certain extent, these results expand the research on the relationship between the online comment and the consumers' perceived usefulness.