A Study On Emotional Expression In User's Online Comment Behavior

With the popularity and development of mobile Internet,the consumer-led social e-commerce model has become the mainstream of e-commerce.User online comment posting behavior refers to the behavior that users anonymously and openly comment on products,and provide information to help other people make decisions.User online comment posting is the act of users anonymously and publicly providing information through the Internet,to help others make decisions.Based on their knowledge of product performance,users express their own evaluations and feelings and post online comments with rational and irrational elements.Emotions are innate instincts of human beings and the basis for human survival,communication,and social life.And emotions evoke,maintain and guide human behavior.As an intermediary factor and driving factor initiated by user behavior,emotions play an important role in the process of user online comment release.Therefore,the research on the user's emotional expression in the online review process is helpful for the company to better understand the user's emotional logic,help the company to grasp the user's product pain points,and better optimize products and product services.The focus of the research is to analyze and explain the behavior logic of users' online comment posting behaviors based on emotion cognition theory and SOR theory,explore the impact of product stimulation on user emotions,and explain the relationship between emotions and user behaviors.First of all,the article expounds the concepts of emotions and emotion expressions,combs the theories of emotion cognition,and integrates the SOR theory to put forward a theoretical model of user online comment behaviors and user emotion expressions.On this basis,the article obtains the real comment data of users on the Internet online review platform,and uses machine learning technology to extract the intensity of emotion expression in the user review data to verify that emotion can significantly affect the premise of the user's willingness to publish online reviews.Based on the relevant theoretical basis,the conceptual model of this study is proposed.A research hypothesis on the impact of user social sharing wishes,user spending expectations,user product function expectations,and user word-of-mouth expectations on the emotional expression of users' online comments.In the data processing stage,this study performs word vector feature extraction on the text,and then uses the convolutional neural network based on the user's emotional expression theoretical model to obtain the intensity of user comment emotional expression.Finally,we use correlation analysis,variance analysis and regression analysis methods to conduct empirical research on users' online comment behaviors and test analysis of research hypotheses.The research based on the online review of emotional expression attributes combined with theoretical models conducted an empirical study on the correlation between user emotion and behavior in user comment behaviors and the influencing factors of user emotional expression.Analyzing the empirical results,the research draws the following conclusions:(1)The stronger the user's positive emotions,the more the user shows the willingness to actively post positive online comments.(2)The stronger the user's willingness to share in society,the less objective the user's evaluation of the product.(3)The user's subconscious is not sensitive to the sunk cost,and the user does not care about the product expenditure expectations during the comment process.(4)Users have significant differences in product function and utility expectations for different types of product Applications.(5)Word of mouth is expected to significantly affect the user's emotional expression.Therefore,improving the quality of the product itself and actively optimizing product performance are the core tasks in product operation.