The Impact Of Network Emoticons On Consumers' Forgiveness

Due to the limited nature of information expressed in simple language communication,the appearance,expression,and action of both parties of communication become important tools for information transmission and emotional expression.In the marketing field,a large number of scholars have found that the situational language of the service personnel(appearance,expression,demeanor,movement,etc.)has a strong influence on consumer service evaluation and service remedial effect.In the context of online shopping,service providers and consumers lack face-to-face communication.Situational language is replaced by network emoticons.The role of network emoticons in service marketing is evident.In network communication,network emoticons are widely used and used by users.The network emoticons are also valued by marketing scholars and brands because of their low cost,high exposure,humor,and friendly features.However,in the area of consumer forgiveness,few scholars have studied network emoticons.When online shopping errors occur,how does the use of web emoticons in the seller's interactive remedial process make consumers feel?Simple and friendly,humorous?Or is it perfunctory or not rigorous enough?There are many answers.Many scholars have pointed out that the use of emoticons can increase the intimacy of both sides of the chat and narrow the psychological distance between the communicator and the receiver.However,the reality is not always the same.The use of emoticons can avoid dull text communication,but at the same time it will reduce the effectiveness and timeliness of communication.Taking this as a background,this paper discusses the use of network emoticons in the process of sellers' response.Will it affect the forgiveness of online shopping customers?Is this effect affected by other factors?This article simulates online shopping mistake situations,designing controlled experiments and questionnaires,and draws the following conclusions:First,the use of web emoticons has a significant impact on consumer willingness to forgive.Specifically,compared to no emoticons after service errors,the use of emoticon response forms has a stronger positive influence on the forgiveness of consumers;second,the customer perception of seller traits mediates the willingness of the network emoticons for consumer forgiveness.The impact process;Third,under different types of errors,there are significant differences in the effect of the use of web emoticons on the forgiveness of consumers.In the context of process error,compared to the absence of emoticons,the use of emoticons in the form of response has a stronger positive influence on the forgiveness of consumers,and in the context of result missteps,the response of the expressionless symbols has a willingness for the forgiveness of consumers.Stronger positive influence.The innovations of this article are:First,the empirical study of network emoticons in the field of consumer forgiveness for the first time is an important complement to the study of network emoticons.Second,the psychological mechanism of consumer forgiveness is concerned with events of concern(attribution,etc.)(2)Turning itself offensive to offenders by inferring offensive qualities by inferring offensive traits is a complement to forgiveness studies.Third,by exploring different types of mistakes,network emojis are The difference in the influence of forgiveness will help the company to change the homogenization response form.It is targeted at different types of service failures.It quickly selects the use of emoticons or text symbols to respond and handle service failures in a timely and efficient manner.