赔笑还是卖惨?旅游在线投诉回复中的表情符号对游客宽恕的影响研究  

Smiling or Crying?Effects of Emoticons on Tourist Forgiveness of Tourism Online Complaint Response

作　　者：朱张祥 杨可宁 许春晓[1] 王晶 ZHU Zhangxiang;YANG Kening;XU Chunxiao;WANG Jing(College of Tourism,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《信息系统学报》2025年第1期68-88,共21页China Journal of Information Systems

基　　金：国家社会科学基金重点项目(21AZD115);湖南省自然科学基金面上项目(2022JJ30409);国家自然科学基金面上项目(41971187)。

摘　　要：本文探讨服务失败背景下,旅游在线投诉回复表情符号对游客宽恕的影响,揭示服务失败类型与严重性差异对游客心理感知的影响差异。本文采用情景问卷法收集270份有效样本并进行数据分析,结果表明:对旅游在线投诉回复时,相比积极表情符号,添加消极表情符号更能增强游客共情与感知真诚性,进而获得游客宽恕;服务失败类型和服务失败严重性调节上述效应;共情和感知真诚性中介了回复表情符号对游客宽恕的影响。本文丰富了旅游在线投诉相关研究,并为在线旅游服务商的客户关系管理实践提供参考。This study explores the influence of emoticons on tourist forgiveness in the context of service failures to reveal the difference in the influence of types and severity of service failure.Applying the situational questionnaire method,270 valid responses were collected.The results show that compared with the positive emoticons,when responding to online complaints with negative ones,it could better enhance empathy and perceived sincerity of the tourists and induce their forgive willingness.Meanwhile,types and severity of service failure moderate the above effects.Moreover,empathy and perceived sincerity mediate the effect of emoticons and tourist forgiveness.This study has enriched the research on online travel complaints and provided a reference for the practice of customer relationship management for online travel serviceproviders.

关 键 词：表情符号 在线投诉回复 游客宽恕 社会临场感理论 情绪即社会信息理论 

分 类 号：C931.6[经济管理—管理学]