Research On The Influence Of UGC Emotional Characteristics Of Non Transactional Virtual Community On Consumers' Online Behavior

At present,the mechanism of voting for user generated content related to online products adopted by social networking sites can help consumers make purchase decisions quickly and accurately in the era of information overload.How to effectively identify and utilize the useful product related user generated content in the massive product related user generated content has become the focus of scholars.This paper selects the user generated content of search products and experience products on Chinese social networking sites to analyze and identify the influencing factors on the emotional characteristics of online product related user generated content for approval voting,and explores the regulating role of product types in the relationship between the emotional polarity and emotional tendency of product reviews and the impact of user online behavior.I hope the conclusion of this paper can help consumers better judge the usefulness of user generated content related to online products.When dealing with different types of product information,the mechanism of consumers' dealing with information is different.Based on the theories of negative bias and positive bias and information processing,this study proposes a model to explain the influence of user generated content(emotional polarity,emotional tendency)on consumer behavior.This study collected user generated content related to experience and search products on Zhihu(www.zhihu.Com)platform for empirical verification.This study uses Python to call Baidu emotion analysis API,to expand the emotional polarity and emotional tendency of UGC.Then we use ANOVA to reveal the influence of different emotional polarity and text length on consumer's access behavior and approval behavior.This study found that in the text of UGC,the longer UGC is more likely to trigger consumer approval behavior,but different results are obtained in the length of the title.The results also show that UGC related to experiential products with polar emotion can affect consumers' online behavior more than UGC related to search products.These results help to predict the online behavior of consumers,and summarize the theoretical and practical contributions of this paper.