在數位行銷中，表情符號已成為提升訊息效果的重要工具。然而，針對不同類型的表情符號（象徵性與圖像性）如何影響消費者的情緒與行為反應，特別是在考慮人格特質如神經質傾向的情況下，相關研究仍相對有限。本研究探討表情符號溝通中的兩個構面——知覺訊息清晰度與知覺訊息親密度——如何影響購買意圖，其中以正向情緒為中介變項，神經質傾向為調節變項。本研究運用結構方程模型分析來自307位以台灣受試者為主的問卷資料，受試者隨機接收含有象徵性或圖像性表情符號的廣告內容。研究結果顯示，訊息清晰度與親密度皆正向影響購買意圖，而正向情緒在其中扮演顯著的中介角色。象徵性表情符號能提升訊息的親密度，而圖像性表情符號則增強訊息清晰度。此外，神經質傾向顯著調節訊息親密度對正向情緒的影響：具有較高神經質傾向者對親密訊息的正向情緒反應較弱。然而，這種情緒反應的減弱並未顯著影響其購買行為。研究亦分別針對象徵性與圖像性表情符號進行效應分析，進一步揭示兩者在溝通功能上的差異。本研究結果對於如何根據消費者人格特質策略性地運用不同類型的表情符號於廣告中，提供了寶貴的實務建議。

Emojis have become essential instruments for enhancing message effectiveness in digital marketing. However, limited research has explored how different types of emojis (symbolic vs. iconic) affect consumers’ emotional and behavioral responses, particularly when accounting for personality traits such as neuroticism. This study investigates how two dimensions of emoji-based communication—perceived message clarity and perceived message intimacy—influence purchase intention, with positive affect as a mediator and neuroticism as a moderator. The study uses structural equation modeling to test the proposed relationships based on 307 responses from predominantly Taiwanese participants, who were randomly exposed to either symbolic or iconic emoji advertisements. The findings reveal that both clarity and intimacy positively influence purchase intention, with positive affect playing a significant mediating role. Symbolic emojis were found to generate higher message intimacy, while iconic emojis enhanced message clarity. Furthermore, neuroticism significantly moderates the effect of message intimacy on positive affect, stipulating that individuals with higher neuroticism experience weaker positive affect in response to intimate messages. However, this diminished affective response did not significantly impact their purchasing behavior. The study also examined the effects separately for symbolic and iconic groups, providing deeper insight into their distinct communicative functions. These findings offer valuable guidance on how different types of emojis can be strategically employed in advertising, particularly when tailoring messages based on consumer personality traits.