The influence of emoji in consumer reviews on credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay

• Main Authors: Yung-Chi Lin, 林詠琪
• Other Authors: Chien-Huang Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/smkdjx

碩士 === 國立中央大學 === 企業管理學系 === 106 === Online shopping is very popular nowadays. When viewing consumer reviews, emoji are often seen in reviews and are used in a variety of ways. This study is intended to discuss the effects of emoji in consumer reviews, and study whether different ratings (positive/neutral/negative) comments have different effects. The research designed five experiments with experimental research methods, and studied the main effects and interactions. The main research results are as follows: 1. In the consumer review, the positive reviews are significantly better than the neutral and negative reviews, but the neutral and negative reviews have no difference in the credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay. 2. The addition of emoji have a significant impact on negative reviews, which increases the credibility, but lower the evaluation of the product, the willingness to purchase, the willingness to recommend, and the willingness to pay. 3. The emoji used by the Samsung system or the Apple system do not have a significant influence on the comments. 4. The addition of meaningless sentences has a significant impact on negative reviews, which will increase the evaluation of the product, the willingness to buy, and the willingness to pay. 5. The effect of exaggeration of emoji expression mainly has a significant impact on negative reviews. Adding a negative emoji with a high degree of exaggeration is better than adding a negative emoji with a low degree of exaggeration. It also improves the willingness to purchase, the willingness to recommend and the willingness to pay. 6. The difference in the number of added emojis had no significant effect on credibility, product evaluation, purchase intention, and willingness to recommend, but there was a significant impact on the willingness to pay. In neutral reviews, adding multiple emoji will have a better price to pay. In the negative comments, adding a single emoji will have a better price to pay. 7. In formal consumer motivation events, consumers will pay more attention to commenters who dress in formal clothing have commented on.