表情符号在线上服务补救中的语言工具作用

The Role of Emoji as a Language Tool in the E-Recovery Service

不少研究关注线上服务补救的文字字符对购买决策的影响,但鲜有研究探究服务补救中图形类表情符号的影响。文章通过3项实验研究探讨在不同负面评论类型下,商家回复中表情符号的使用对于潜在消费者的感知服务质量及购买意愿的影响。研究表明:商家对负面评论回复时,使用积极表情符号能增强潜在消费者的感知服务质量,并进一步提高购买意愿;负面评论的类型会调节上述效应,具体来讲,当评论为负面属性评论时,有积极表情符号的商家回复能增强潜在消费者的感知服务质量及提高购买意愿;然而,当评论为负面体验评论时,上述积极表情符号的效应将消失。文章对企业规范线上客户沟通中表情符号的使用具有管理借鉴意义。

In recent years, many studies have focused on the effects of text on e-recovery service, but few have explored the impact of graphical emoticons(emojis). In this paper, three experiments are conducted to expound how the emojis in the responses of merchants affect the perceived service quality and the purchase intentions of potential consumers in the context of various negative reviews. The results show that the positive emojis can significantly enhance the perceived service quality of potential consumers and further improve their purchase intentions when the merchants reply the negative reviews. This effect can be moderated by the type of negative reviews. To put it specifically, the merchant replies with the positive emojis can enhance the perceived service quality of potential consumers and improve their purchase intentions when the reviews are the attribute-based negative reviews. Whereas, the effect of the positive emojis will disappear when the reviews are the experienced-based nagative reviews.The study is of significance in management for the enterprises to standardize the use of emojis for the online communication with the customers.