| Taking advice from others often improves the quality of decisions.Thanks to the development of the Internet,online advice taking has become an integral part of people's decision-making process.The 42 nd Internet report of CNNIC shows that college students are the main group of Internet users and are more inclined to provide or receive advice online.Emoticons are a product of online communication and an important factor in the online advice taking.Therefore,the study attempts to explore the psychological mechanism and boundary conditions that affect the take of online advice by college students from the perspective of emoticons.A general survey on online advice taking and emoticons shows that emoticon is the main way and important carrier for individuals to express their emotions and clarify their thoughts online,which will have an important impact on online advice taking.However,the following problems remain to be solved in previous studies.Firstly,previous studies have not revealed how emoticon affect online advice taking.Secondly,ASCII emoticons have been replaced by emoji and ASCII emoticons are no longer applicable.Third,According to the Elaboration Likelihood Model,the decision-making situations involvement may be an important factor influencing the relationship between emoticon and online advice taking.Finally,emoticon are usually presented together with the text message,and whether the emotional valence of the text message will affect the relationship between the emoticon and online advice taking.Aiming at the above four problems,the following four experiments are designed in the study.Experiment 1 mainly discussed whether the presence or absence of emoji had an impact on college students' online advice taking.Single factor internal design was adopted,and the independent variable was emoji,which was divided into twolevels: with and without.51 college students were selected as subjects(M = 19.92 years old,SD = 1.62).After making the initial decision,the subjects were randomly presented with online advice with or without emoticons.The score of online advice taking was calculated by comparing the differences between the initial decision and the final decision.The following methods for measuring the dependent variable were the same as those in experiment.The results showed that online advice with emoticons(M = 1.47,SD = 0.78)were adopted more highly than those without emoticons(M = 1.08,SD = 0.77),t(50)= 2.47,p = 0.017,d = 0.35.Because the role of emoji depends largely on the specific types of emotions they convey.On the basis of experiment 1,experiment 2 divides emoji into two emotional types,focusing on how emojis affect online advice taking and explores whether the emotional response of decision makers plays a mediating role between emojis' emotional types and online advice taking.Single factor internal design was used.The independent variable is the emotion type of emoticons,divided into two levels of happy and sad,and the mediating variable is the emotional response of decision makers.50 college students were selected as subjects(M = 20.20 years old,SD = 1.39).After the initial selection,participants were randomly presented with Suggestions that contained either happy or sad emoticons,and their emotions were measured.The results showed that online advice containing happy emoticons were significantly more accepted(M = 1.16,SD = 0.82)than sad emoticons(M = 0.72,SD= 0.76),t(49)= 2.72,p = 0.009,d = 0.38.Decision makers' emotional responses play a part in mediating emoticons' emotional types and online advice taking.The Elaboration Likelihood Model indicates that the degree of involvement of decision situations can affect the preference of individuals for different cues when processing information.Experiment 3 mainly discusses whether there is a significant difference in the impact of emoticons emotional types on the online advice taking of college students under the conditions of high/low involvement in decision-making situations.Internal design of subjects was conducted with 2(decision-making situations involvement: high involvement vs low involvement)×2(emoticons emotion type: happy vs sad).42 college students were selected as subjects(M = 19.95 years old,SD = 1.64).The involvement degree of decision-making situations was manipulated,and 8 decision-making situations(4 high involvement and 4 low involvement)were selected and presented randomly.The results found that decision-making situations involvement and emoticons emotional type interaction effect significantly,F(1,41)=9.03,p = 0.009,?2 = 0.18.By simple effect analysis found that under the condition of low involvement in decision-making situations,compared to the sad emoticon(M =0.33,SD = 0.53),containing happy emoticons online advice have been adopted more(M = 0.71,SD = 0.64),F(1,41)= 6.96,p = 0.012,?2 = 0.15.In the high involvement decision-making situation,the difference is not significant,F(1,41)= 2.05,p = 0.160.In most cases,emojis are presented together with text messages in online communication.Text messages are also an important way for individuals to express emotions online.Experiment 4 is to exmainly to explore whether emoticons have an impact on online advice taking.Internal design was conducted using2(decision-making situations involvement: high involvement vs low involvement)×2(emoticons emotion type: happy vs sad)×2(text message emotional valence: positive vs negative).67 college students were selected as subjects(M = 19.79 years old,SD =1.61).The text message in the proposal is divided into positive emotion valence and negative emotion valence.The results found that decision-making situations involvement main effect significantly,F(1,66)= 4.14,p = 0.046,?2 = 0.06.Compared with the high-involvement decision-making situations(M = 0.22,SD = 0.42),the online advice taking rate of subjects in the low-involvement decision-making situations was higher(M = 0.29,SD = 0.43).Decision-making situations involvement and emoticons emotional type interaction effect significantly,F(1,66)= 9.45,p =0.003,?2 = 0.13.Simple effect after analysis found that under the condition of low involvement in decision-making situations,compared to the sad emoticon(M = 0.19,SD = 0.39),containing happy emoticons online advice have been adopted more(M =0.38,SD = 0.48),F(1,66)= 10.32,p = 0.002,?2 = 0.14.In the high involvement decision-making situation,the difference is not significant,F(1,66)= 0.92,p =0.34.The main effect and interaction effect of emotional valence of text message are not significant.The main conclusions of the study are as follows :(1)Emojis can influence the online advice taking by influencing the degree to which decision makers are motivated to respond emotionally(2)compared with sad emoticons,online advice containing happy emoticons were more likely to be adopted,which only occurred in low-involvement decision-making situations.The above research conclusion can not only make others of at the current situation of college students are eager to communicate online,in order to improve a key approach for college students advice online. |
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