The Influence of Emoticons on New Product Evaluation

Emoticons are widely used to compensate for the lack of nonverbal elements in communication process. Extant literature focuses on benefits using emoticons a computer-mediated (CMC) context, whereas this research aimed investigate influence new product evaluation and explore potential boundary condition emoticon use. A user guide was designed examine effect knowledge acquisition context. The results showed that attitude mediated by fluency elicited emoticons, which turn affects product’ s perceived competency. Furthermore, need cognition (NFC) moderated sequential multiple mediations; as NFC increased, decreased, implying goal information search is condition. Specifically, when purpose acquire knowledge, reduced experience, resulting low competency less favorable attitude.