Research on the Service Recovery Effect of Emoticons on Potential Consumers
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.
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