愤怒emoji位置对发送者愤怒感知的影响  

The Effect of the Angry Emoji Position on Consumers'Perception of the Sender's Anger

作　　者：武瑞娟[1] 陈玖染 李研[2] Wu Ruijuan;Chen Jiuqi;Li Yan

机构地区：[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

出　　处：《复印报刊资料（心理学）》2022年第2期48-63,共16页

基　　金：国家自然科学基金面上项目(71672124)资助。

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,惯怒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惯怒emoji位置对发送者惯怒感知的影响作用。Emoji are widely adopted in smartphones,for input methods,and on social networks.As ubiquitous characters,emoji transcend linguistic borders and are gaining worldwide popularity.The purpose of this paper is to examine the effect of the position of the angry emoji in negative online consumer reviews on the consumers'perceptions of the senders anger.The present study first proposed the main location effect of the position of the angry emoji on the consumers'perception of the senders anger.That is,compared with the angry emoji at the end of a sentence,the angry emoji in the middle of a sentence led to a stronger perception of anger.Based on visual information processing of the location effect,the current research proposed that the position salience perception and the sentiment-strengthening perception of the angry emoji serially mediated the above main effect.Further,we hypothesized that word review extremity moderated the effect of the position of the angry emoji on the consumers'perceptions of the sender's anger.For this paper,we conducted one eye-tracking experiment and three laboratory experiments.In Study 1,we conducted a pretest,which was the eye-tracking experiment.The product used in the pretest was a thermos mug.Study 1 was a 3(one emoji at the end of a sentence vs.one in the middle of a sentence vs.no emoji)×2(feature description:feature one precedes feature two vs.feature two precedes feature one)between-subjects design.The product used in Study 1 was a laptop.Study 2 was a 2(the position of the angry emoji at the end vs.in the middle of a sentence)x2(feature description:feature one precedes feature two vs.feature two precedes feature one)between-subjects design.Study 2 used a gel-ink pen refill as the target product.In Study 2,we measured the consumers perceptions of the sender's anger,the angry emoji sentiment-strengthening perception,and the position salience perception created by the angry emoji.Study 3 was a 2(the position of the angry emoji at the end vs.in the middle of a sentence)×2(word review

关 键 词：愤怒emoji 愤怒emoji位置 愤怒emoji位置突出感知 愤怒emoji情感加强感知 发送者愤怒感知 

分 类 号：B842.6[哲学宗教—基础心理学]