There are many emoticons in Taobao reviews probably because emoticons can more directly express users' emotions and feelings. Compared with pure text reviews, emoticons can more vividly convey consumers' likes or dissatisfaction with products.

In addition, emoticons can also enhance the fun and interest of interactive communication.

In the fast-paced online shopping environment, the use of emoticons can convey information more quickly, thereby improving the readability and attractiveness of reviews. In short, the use of emoticons in Taobao reviews enriches users' ways of expression, increases the fun of communication, and can also more intuitively present users' true feelings.