Chatbots Using Positive Emojis Are Good? Exploring the Impact of Chatbots' Use of Positive Emojis on Customer Responses

ABSTRACT To address the lack of nonverbal cues in chatbot‐mediated online customer service, this research investigates how positive emojis improve customer responses through three scenario‐based experimental studies ( N total = 536) with online shoppers. Study 1 uses a single‐factor between‐subjects design (chatbots using positive emojis: yes vs. no) to establish the main effect. And Study 2 uses the same design as Study 1 to explore the parallel mediating effects of positive emojis on customer responses. Study 3 uses a 2 × 2 between‐subjects design to substantiate and reinforce the findings derived from Studies 1 and 2, and with a particular focus on the moderating role of communication style (task oriented vs. social oriented) in the relationship between chatbots positive emoji usage and customer responses. The findings of these studies show that purchase intention, service satisfaction, and repurchase intention are all significantly increased when positive emojis are used in chatbot encounters. Positive affect and social presence are potential mediating mechanisms for this effect. In addition, the communication style of chatbots exerts a positive moderating influence in the dual‐path mechanism. These discoveries offer insightful information on the impact of positive emojis use by chatbots and suggest effective approaches to engage customers using chatbots.