Influence of emotional expression in online comments on consumers' perception

With the development of the Internet, the number of online users and the phenomenon of online shopping are increasing rapidly. Online shopping has greatly enriched our daily lives, but there are also some shortcomings in online shopping, such as quality problems, color differences, etc. Therefore, in online shopping, consumers pay more and more attention to online reviews of products, and serve as a reference for information before shopping to guide consumers' shopping behavior. Online reviews are not only judgments on merchants and products, but also can stimulate consumers to produce consumer behaviors, enhance shopping willingness, and improve consumer perception to a certain extent. Based on the theory of planned behavior and the theory of emotional orientation in online reviews, this paper constructs a technical acceptance model and an experimental hypothetical model of emotional expression in online reviews on consumer perception. Six aspects of data are selected, including emotional expression in online reviews. The number, quality and attitude of the reviews, consumer perception of trust tendencies, involvement and perceived risk, through the use of reliability and validity analysis, correlation analysis and regression analysis, analysis and summary of the emotional expression of online reviews Influencing factors and extent of consumer perception. In the experimental model verification, the P values are all less than 0.05, which has significant statistical significance. The results show that the influencing factors of various dimensions in online online reviews are positively correlated with consumer perception.