Influence of Emotional Factors (Positive, Negative) on the Usefulness of Product Reviews Based on Big Data

Abstract

In the era of prosperous online shopping, product reviews play a decisive role in users’ decision to purchase products. At the same time, it can also help businesses understand the corresponding deficiencies, to make targeted improvements. However, users’ comments are full of emotional colors, and these comments with strong emotional tendencies have a greater impact on consumers than ordinary comments, especially those with negative emotions. At present, most text sentiment analysis is oriented at the chapter and sentence level, and there are few sentiment analysis refined to product-specific attributes. Based on this, this paper is aimed at exploring the influencing factors of the emotional tendency of product reviews, analyzing a large number of reviews of a certain mobile phone product, and extracting the keywords of the influencing factors. This article summarizes six key influencing factors. Through the constructed conceptual model of emotional tendencies, it is concluded that the impact of negative emotional comments on consumption is much greater than that of positive emotional comments. Then, there is a further conceptual model of negative affective tendencies. This paper explores the causes of the influencing factors of negative affective tendencies. In this paper, the influencing factors of negative emotional tendencies are subdivided into 10 secondary factors. Through the reliability test, all secondary factors are above 87%. Then, after scoring the negative comment text code, a regression analysis was performed, and it was found that 10 secondary factors were significant, and the corresponding regression model was obtained.