愤怒emoji位置对发送者愤怒感知的影响

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武瑞娟¹(

), 陈玖柒¹, 李研²

¹天津理工大学管理学院, 天津 300384
²首都经济贸易大学工商管理学院, 北京 100070

收稿日期:2020-09-16出版日期:2021-10-25发布日期:2021-08-23
通讯作者:武瑞娟E-mail:jennie0212@sina.com

基金资助:国家自然科学基金面上项目(71672124)

The effect of the angry emoji position on consumers’ perception of the sender’s anger

WU Ruijuan¹(

), CHEN Jiuqi¹, LI Yan²

¹School of Management, Tianjin University of Technology, Tianjin 300384, China
²College of Business Administration, Capital University of Economics and Business, Beijing 100070, China

Received:2020-09-16Online:2021-10-25Published:2021-08-23
Contact:WU Ruijuan E-mail:jennie0212@sina.com

摘要/Abstract

摘要： emoji自出现以来在世界范围内受到广泛欢迎。研究关注消费者评论中的emoji, 并着重探讨负面消费者评论中, 愤怒emoji如何影响消费者对发送者愤怒感知。研究共进行了3个实验室实验, 研究结果表明: (1)与句尾愤怒emoji相比, 句中愤怒emoji会使人们感到发送者更强的愤怒; (2)在愤怒emoji位置与对发送者愤怒感知关系中, 愤怒emoji位置突出感知和情感加强感知承担连续中介角色; (3)文字评论极性调节了愤怒emoji位置对发送者愤怒感知的影响作用。

图/表 3

图1本文概念框架

图2预实验热点图注: 左侧图片为愤怒emoji 在句中“这个水杯保温时间没那么长并且表面有划痕”; 右侧图片为愤怒emoji 在句尾“这个水杯保温时间没那么长并且表面有划痕 ”

图3愤怒emoji位置与评论极性对发送者愤怒感知的影响作用

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