| With the development of the Internet,online reading platforms are different from online book buying platforms.Their functions are no longer limited to traditional commercial buying and selling behavior,but are increasingly complete in meeting the needs of users with shared reading interests for knowledge exchange.In the process of information exchange on online reading platforms,a large number of book reviews are generated,which reflect users’ thoughts and opinions on the book content.Platform users have varying perceptions of the usefulness of different book reviews.The higher the usefulness of online book reviews,the higher the user experience of online reading platforms,and the greater the interactive vitality of the platform.Meanwhile,communication between internet users is no longer limited to text,but is beginning to shift towards visual images.As a part of visual images,online emoji have become a commonly used nonverbal symbol for users’ online communication.Analyzing the influencing factors of online emoticons on the usefulness of online book reviews is of great significance for enriching research on the usefulness of online emoticons and online book reviews.Research at home and abroad shows that current research by foreign scholars mainly focuses on the definition and classification of online emoji;At the same time,they focus on practical applications in fields such as sociology,psychology,and online marketing.Regarding the usefulness of online comments,domestic and foreign scholars have explained the definition and measurement methods of comment usefulness;And the research mainly examined four aspects: comment information characteristics,commentator characteristics,product attributes,and platform manipulation.Although there has been extensive research on the usefulness of online reviews,there is limited research on the impact of online emoticons on the usefulness of online book reviews.Existing research mainly focuses on the influence of linguistic symbols such as textual information in reviews,while research on nonverbal symbols such as emoticons has only emerged in the past three years,especially in the sub field of book reviews where insufficient attention has been paid.Further research is needed on whether the use of online emoji in comments can affect users’ perceived usefulness of comments.This article first examines relevant literature on online emoticons and the usefulness of online book reviews both domestically and internationally.Based on this,a theoretical model of the influencing factors of online emoticons on the usefulness of online book reviews is constructed by combining the S-O-R model and explanatory level theory,exploring the effects of emoticons,social presence,perceived comprehensibility,and perceived pleasure on online book reviews.Collect 278 valid questionnaires through questionnaire survey method,and conduct data analysis and hypothesis testing using Smart PLS 3.0 software.The research conclusions of this article are as follows:First,explored the factors that influence the usefulness of online book reviews through online emoticons and constructed a theoretical model.This study analyzed relevant literature from previous studies and identified key factors that affect users’ perception of the usefulness of online book reviews,including facial features(including visual attraction,content presentation,information interpretation),social presence,perceived comprehensibility,and perceived pleasure.Based on the S-O-R theoretical research paradigm,construct a theoretical model of the factors influencing the usefulness of online book reviews using online emoji.Second,the theoretical model of factors influencing the usefulness of online book reviews using constructed online emoji was validated.The results show that facial features(visual attraction,content presentation,and information interpretation)have a significant positive impact on social presence and perceived pleasure.Visual attraction and information interpretation also have a significant positive impact on perceived comprehensibility,while content presentation has no significant impact on perceived comprehensibility;Social presence,perceived comprehensibility,and perceived pleasure are all positively correlated with the usefulness of comments.Third,based on empirical research results,corresponding suggestions are proposed for online reading platforms,online emoticon designers,and online book review writers.From the perspective of online reading platforms,it is recommended that the platform provide a more diverse variety of online emoticon types,develop functions such as uploading,editing,and secondary creation of online emoticons,and refine and classify relevant book reviews and accurately push them;From the perspective of network emoticon designers,it is recommended that they enrich the visual attraction,content presentation,information interpretation and other features of emoticons,and combine the characteristics of online reading platforms and current trends in network affairs to create online emoji;From the perspective of online book review writers,it is recommended that online book review writers make reasonable use of online emoji to stimulate users’ social presence,perceived comprehensibility,and perceived pleasure,create a good communication atmosphere,and develop a solid user stickiness. |
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