線上顧客聊天服務是一項新興服務，由於電腦溝通的限制，在聊天服務情境中傳遞人際溝通中的非語言線索 (如:情緒)是一項難題。過去文獻已支持在電腦溝通中使用表情符號能夠提高溝通效率，但在線上顧客聊天服務中使用表情符號的相關研究甚少。由於溝通屬性的不同，本研究以顧客感知為研究架構，探索顧客對線上顧客聊天服務中使用表情符號之評量，如：資訊豐富性、對話掌控性、友善態度以及客服人員專業度。透過3 ╳ 2組間實驗設計法，測量三種類型（混和／正向／不使用）之表情符號與顧客負面情緒（高／低）對於顧客服務評量之影響。研究結果顯示，在線上顧客聊天服務中不使用表情符號將提升顧客的對話掌控感知。
關鍵字:表情符號、服務感知、顧客情緒、顧客關係管理、電腦中介溝通

Little is known about using emoticons in online customer chat service. The purpose of this study is to examine customers’ responses to emoticon usage in the onine customer service chat. Hence, this study provides the concept of possible elements that may effect customer satisfaction when using different type of emoticons in online customer chat service context, such as the customer perceived information richness, control, intimacy, and expertise; whether customer negative affect influences those perceptions is also discussed.
A 3 (emoticon usage: mixed/ positive/ none) by 2 (customer negative affect: high versus low) between-subjects experimental design was conducted using analysis of covariance (ANCOVA) and multiple liner regression for data analysis, the study finds that not using emoticons in online customer chat service would increase customers’ perceived control.
Keywords: Emoticons, Customer Emotions, Customer Relationship Management (CRM) , Computer-mediate Communication (CMC)

Chapter 1: Introduction 1
1.1 Research background 1
1.2 Research objective 2
Chapter 2 : Literature Review 3
2.1 Online customer chat service 3
2.2 Computer-mediate Communication 5
2.3 Communication style 6
2.4 Emoticon usage 8
2.4.1 Typology of Emoticons 8
2.4.2 Roles of Emoticons 9
Chapter 3 : Methedology 14
3.1 Over view 14
3.2 Experiment stimuli 15
3.3 Pilot study 16
3.4 Manipulation check 17
3.5 Mainstudy 18
3.5.1 Design and participants 18
3.5.2 Measurements 20
3.5.3 Data analysis 22
Chapter 4 : Result and Data Analysis 24
4.1 Customer Responses to Emoticon usage 24
4.2 Perceived IR, PC, EI, and EP on Customer satisfaction 28
Chapter 5 : Discussion and Conclusion 30
5.1 Emoticon usage in online customer chat service 30
5.2 Customer negative affect 31
5.3 Managerial Implication 31
5.4 Limitation and Future study 32
Reference 33
APPENDIX 36

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