The Impact of "Pleasant" Emotional Texts on the Trust Perception of E-commerce Users

Exploring the multi-dimensional evaluation of ' implicit conformity ' and ' explicit persuasion ' in the pleasing text map and the perceived impact of comment trust will help to strengthen the positive effect and persuasion effect of online comments on e-commerce user messages. It is of great significance to reduce consumers ' purchase risk caused by information dislocation. With the help of multi-dimensional sentiment dictionary and language processing technology, explicit and implicit pleasing words are constructed. Taking the initial comment record of Amazon shopping platform as the source of comment words, the pleasing words are extracted, the pleasing types are divided, and the pleasing values are calculated to generate a pleasing text map of multi-dimensional evaluation. Through measurement and analysis, it is found that there is a positive relationship between the cuddly emotional text map and the perception of trust. The order of the perceived effect intensity of the overall trust is : non-cuddly text map > implicit conformity text map > explicit persuasion text map ; and the appearance and price of the product play a regulatory role in trust perception. In the use of feedback comments, as the pleasing emotion increases, the trust perception decreases, and the persuasion effect will weaken.