The present study focuses on the effect of emoticon use in online consumer reviews (OCRs) on consumers’ booking intention and the moderating effect of consumer personal characteristics. Consumers’ prior experience and their reliance on OCRs are embedded in the research model. A 2 × 2 (review valence * emoticon use) experimental study is designed, and an econometric model is used. Results show that the interaction between review valence and emoticons affect booking intention. Consumers with no prior experience are mainly affected by the cognitive aspects of their experience (i.e. review credibility and attitude toward the review) while experienced consumers are affected by the experiential aspects of booking process (i.e. entertainment, satisfaction and social influence). Consumers that rely on OCRs are affected by emoticons while consumers without review reliance are affected by emoticons only in the case of positive reviews. The personalization of websites and the provision of a focused list of emoticons can be adopted by managers to enhance OCRs effectiveness and the online shopping experience as a whole.

中文翻译：

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超越在线评论的词汇意义：表情符号和消费者体验的作用

本研究侧重于在线消费者评论（OCR）中使用表情符号对消费者预订意愿的影响以及消费者个人特征的调节作用。消费者先前的经验和他们对 OCR 的依赖嵌入在研究模型中。设计了一个2×2（review valence * emoticon use）的实验研究，并使用了计量经济学模型。结果表明，评论效价和表情符号之间的交互作用会影响预订意愿。没有经验的消费者主要受其体验的认知方面（即评论可信度和对评论的态度）的影响，而有经验的消费者则受到预订过程的体验方面（即娱乐、满意度和社会影响）的影响。依赖 OCR 的消费者会受到表情符号的影响，而没有评论依赖的消费者只会在正面评论的情况下受到表情符号的影响。管理者可以采用网站的个性化和提供集中的表情符号列表来提高 OCR 的有效性和整体在线购物体验。