牡丹江师范学院学报（哲学社会科学版）Issue(2)：9-16,8.
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
摘要
Abstract
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.关键词
表情符号/服务补救/调节定向/信任/购买意愿Key words
emoticons/service recovery/regulatory focus/trust/purchase intention分类
管理科学引用本文复制引用
白琳,陈昭言..表情符号对潜在消费者的服务补救效果研究[J].牡丹江师范学院学报（哲学社会科学版）,2024,(2):9-16,8.基金项目
安徽省自然科学基金面上项目"人工智能时代虚拟数字人技术赋能直播电商高质量发展的路径研究"(2308085MG231) （2308085MG231）
