Analysis of the Factors Affecting Online Consumers’ Online and Offline Sentiment and Improvement Strategies

Abstract

The online and offline emotional divergence of online consumers is a phenomenon that online consumers’ evaluation of a certain commodity are not the same with their real thoughts. Consumers’ online emotional expression has an impact on the identification of consumers’ sentiment to make marketing strategies and provides reference for other consumers. Therefore, this paper analyzes the influencing factors of online and offline emotional divergence through questionnaire survey, and finds that network environment, personal characteristics, website evaluation mechanism and unfair competition are the main factors affecting online and offline emotional divergence. Finally, from the perspectives of businessmen, individuals and regulators, this paper puts forward some countermeasures to deal with the emotional divergence between online and offline.