Effect of nicknames and emojis on product attractiveness in cafe mobile ordering

Abstract

While the digitalization of services has had the great effect of reducing costs and improving convenience, it has also created a new problem: reduced opportunities for communication between store staff and customers. Therefore, in this study, we conducted a randomized controlled trial to examine the effectiveness of creating a sense of familiarity using nicknames and emojis, assuming the time of handing over products during mobile ordering at a restaurant. The result showed that using nicknames is more effective than using full names. We also found that adding a smiling face emoji can further increase attractiveness.