表情符号对潜在消费者的服务补救效果研究

Research on the Service Recovery Effect of Emoticons on Potential Consumers

企业常使用人工客服或聊天机器人来回复遭遇服务失败的顾客,以减轻不满。然而,很少有研究探究服务补救中的情感表达工具,即表情符号对潜在消费者的溢出效应。基于SIP理论和调节定向理论,探讨服务补救中回复表情符号对潜在消费者信任及购买意愿的影响。研究表明:(1)线上负面评论处理中,相比无表情符号,有表情符号会提高潜在消费者的购买意愿;(2)信任中介了表情符号对购买意愿的影响;(3)调节定向在中介路径“表情符号→信任→购买意愿”中起调节作用,即对于促进定向的潜在消费者中介路径显著,对于预防定向的潜在消费者,中介路径不显著。研究拓展了表情符号营销、服务补救等领域的内容,对企业有效处理客户反馈并在与客户互动中受益具有实践意义。

Businesses often use human customer service or chatbots to respond to customers who experience service failures in order to alleviate dissatisfaction.However,few studies have explored the spillover effects of the emotional expression tool used in service recovery,i.e.,emoticons,on potential consumers.Based on SIP theory and Regulatory focus theory,this paper explores the effects of emoticons used in service recovery on potential consumers'trust and purchase intention.It is found that:(1)the presence of emoticons increases potentialconsumers'purchase intention compared to the absence of emoticons in online negative review handling;(2)potential consumers'trust mediates the effect of emoticons on purchase intention;(3)regulatory focus of potential consumers plays a moderating role in the mediation path of“emoji→trust→purchase intention",which is significant for the mediation path of potential consumers with promotion focus,but not for potential consumers with prevention focus.The research expands the research on emoji marketing,service recovery and other fields,and has practical significance for enterprises to effectively deal with customer feedback and benefit from customer interaction.