Helpful or harmful? A double-edged sword of emoticons in online review helpfulness

被引：52
作者：
Huang, Guei-Hua [1 ]
Chang, Chun-Tuan [2 ]
Bilgihan, Anil [3 ]
Okumus, Fevzi [4 ,5 ]
机构：
[1] Natl Pingtung Univ, Pingtung, Taiwan
[2] Natl Sun Yat Sen Univ, 70 Lienhai Rd, Kaohsiung 80424, Taiwan
[3] Florida Atlantic Univ, Coll Business, Boca Raton, FL 33431 USA
[4] Univ Cent Florida, Orlando, FL 32816 USA
[5] Natl Kaohsiung Univ Hospitality & Tourism, Sch Hospitality Management, Kaohsiung, Taiwan
来源：
TOURISM MANAGEMENT | 2020年 / 81卷
关键词：
Emoticon; Emoji; Smiley; Online review; Review valence; Review format; Narrative-based; List-based; PROCESSING FLUENCY; REGULATORY FIT; IMPACT; OBJECTIVES; SENTIMENT; MEMORY;
D O I：
10.1016/j.tourman.2020.104135
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
Emoticons are graphic demonstrations of facial expressions. They have become a common and easy-to-use tool for online users to express ideas or feelings. Earlier research highlights the importance of emoticons in computer-mediated communications. However, limited attention has been given to the use of emoticons in online reviews. Using the Cognitive Tuning Theory as the backbone, we attempt to examine how emoticons in online reviews influence review helpfulness. One lab experiment with restaurants as the context and one empirical study with data of 4870 hotel reviews from Facebook business pages were conducted. The hypotheses were assessed via multilevel regression analysis using R programming language. Results indicate that positive emoticons enhance review helpfulness when the review is narrative-based and negative emoticons increase review helpfulness when the review is list-based. Processing fluency serves as the underlying mechanism. We discuss theoretical and practical implications.
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页数：9
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