在缺乏社會臨場感的網路世界中，使用類似人臉的表情符號能夠幫助網路訊息溝通者正確且生動地表達意見和情緒。現今，表情符號也常出現在網路評論貼文中，本研究聚焦於探討表情符號如何影響網路評論的說服力。兩個實驗，一個眼動儀實驗分析和一個實證研究結果發現表情符號會增加正面評論的說服力，但是會降低負面評論的說服力。再者，研究結果指出表情符號在敘事形式的正面評論中會促進讀者的訊息處理流暢度，進而提高評論的說服力，但在同形式的負面評論中，表情符號會干擾訊息處理流暢度，而降低了評論的說服力；相反的，在列表形式的正面評論中，表情符號降低了評論的說服力，但它們在同形式的負面評論中會增加評論的說服力。本研究亦檢驗了訊息處理流暢度的中介效果。本研究發現表情符號不僅是網路評論中輔助文字表達的工具，而且會影響觀看者的反應。該研究為網路評論研究和訊息處理研究提供了理論貢獻，並為網路行銷人員和消費者提供了重要的實務意涵。

Emoticons, the pictorial face-like icons, have become a common and easy-to-use tool for online users to express ideas or add feelings to text-based communications where social cues are missing. Emoticons have been widely used in online reviews. This research aims to investigate how emoticons in online reviews influence review persuasiveness, while considering the roles of review valence and review format. Two laboratory experiments, one eye-tracking experiment, and an empirical data analysis in field settings reveal that emoticons increase review persuasiveness in positive reviews but decrease review persuasiveness in negative reviews. Furthermore, the results indicate that such effects hold for narrative-based reviews, but show the opposite when the reviews are list-based. Processing fluency is found to be the mechanism underlying these effects. The findings offer theoretical contributions to literature relating to online reviews and information processing. Practical implications for online marketers and consumers are also provided.

CHAPTER 1 INTRODUCTION 1
1.1 Preamble 1
1.2 Research Origins 1
1.3 Research Motivation 4
1.4 Research Objectives and Questions 8
1.5 Thesis Structure 10
CHAPTER 2 LITERATURE REVIEW 11
2.1 Preamble 11
2.2 Theoretical Background 11
2.2.1 The Cognitive Tuning Theory 11
2.2.2 Distinctive Visual and Verbal Information Processing 13
2.2.3 Processing Fluency 14
2.3 Emoticons 15
2.3.1 Emoticons as Visual Emotional Cues 16
2.3.2 The Influences of Positive Emoticons 16
2.3.3 The Influences of Negative Emoticons 17
2.4 Review Valence and Expressed Emotions under Different Valenced Reviews 23
2.4.1 Why Positive Reviews Work 23
2.4.2 Why Negative Reviews Work 28
2.4.3 Emotions in Positive Reviews 31
2.4.4 Emotions in Negative Reviews 31
2.5 Message Presentation Format (Narrative- vs. List-based) 36
2.5.1 Narrative-based Format 37
2.5.2 List-based Format 38
2.5.3 Comparison Between Narrative- and List-based Formats 42
2.6 Chapter Summary 43
CHAPTER 3 HYPOTHESES DEVELOPMENT 45
3.1 Preamble 45
3.2 Hypotheses Development 45
3.2.1 Interactive Effect of Emoticon Presence and Review Valence on Review Persuasiveness 46
3.2.2 The Moderating Role of Review Format on the Effect of Emoticon Presence and Review Valence on Review Persuasiveness 49
3.2.3 Processing Fluency as the Underlying Mechanism for the Interactive Effect of Emoticon Presence, Review Valence, and Review Format 53
3.3 Research Framework 56
3.4 Chapter Summary 56
CHAPTER 4 METHODOLOGY 58
4.1 Overview of Studies 58
4.2 Pretest 60
4.3 Study 1a: Lab Experiment Testing the Interactive Effect of Emoticon Presence and Review Valence on Review Helpfulness 62
4.3.1 Method of Study 1a 63
4.3.2 Results of Study 1a 67
4.3.3 Discussion of Study 1a 70
4.4 Study 1b: Lab Experiment Testing the Relationship between Emoticon Presence and Relevance on Review Helpfulness 70
4.4.1 Method of Study 1b 71
4.4.2 Results of Study 1b 73
4.4.3 Discussion of Study 1b 76
4.5 Study 2: Eye-tracking Experiment Testing the Relationship between Emoticon Presence and Review Valence on Review Persuasiveness 76
4.5.1 Method of Study 2 77
4.5.2 Results of Study 2 81
4.5.3 Discussion of Study 2 88
4.6 Study 3: Lab Experiment Testing the Interactive Effect of Emoticon Presence, Review Valence, and Review Format on Review Helpfulness 89
4.6.1 Method of Study 3 89
4.6.2 Results of Study 3 93
4.6.3 Discussion of Study 3 99
4.7 Study 4: Empirical Testing on the Relationship among Emoticon Presence, Review Valence and Review Format on Review Helpfulness 99
4.7.1 Method of Study 4 100
4.7.2 Results of Study 4 103
4.7.3 Discussion of Study 4 109
4.8 Chapter Summary 110
CHAPTER 5 CONCLUSION 115
5.1 Preamble 115
5.2 General Discussion 115
5.3 Contributions 116
5.3.1 Theoretical Contributions 117
5.3.2 Methodological Contributions 118
5.3.3 Practical Contributions 120
5.4 Limitations of This Research 122
5.5 Directions for Future Research 123
5.6 Final Conclusion 125
REFERENCES 126
APPENDICES 145

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