Face emojis are regularly used in reviews on online shopping sites to add richness and/or levity to the text. However, few researchers have investigated the use of face emojis in consumer reviews. This paper examined the effects of the number of face emojis (none, one and three) in user-generated reviews (UGRs) on trustworthiness and purchase intention. We found that the number of face emojis in UGRs has a profound impact on consumers. A greater number of face emojis correlates with a greater degree of review trustworthiness. However, the effect of emojis on purchase intention changes depending on the situation. Additionally, when there is a profile picture, consumers pay more attention to it, and the positive effect due to face emojis disappears. Moreover, the gift giver-recipient relationship moderates the effect of face emojis on user decisions. The findings of our work have theoretical and managerial implications with respect to providing a new means of understanding consumer perceptions of products, from which business can benefit by improving sales and policies.

中文翻译：

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一个表情符号值一千个字

面部表情符号经常用于在线购物网站的评论中，以增加文本的丰富性和/或轻浮性。然而，很少有研究人员调查过面部表情符号在消费者评论中的使用。本文研究了用户生成评论 (UGR) 中面部表情符号的数量（无、一个和三个）对可信度和购买意愿的影响。我们发现 UGR 中面部表情符号的数量对消费者有深远的影响。更多的面部表情符号与更高程度的评论可信度相关。但是，表情符号对购买意愿的影响会因情况而异。此外，当有头像时，消费者会更加关注它，面部表情符号带来的积极影响就消失了。此外，送礼人与受赠人的关系缓和了面部表情符号对用户决策的影响。