Research on the Impact of Product Attributes on Online Reputation of Goods Based on the EML

The difference between the subjective emotional preference and the objective cognitive formation of product attributes is an important factor affecting the online reputation of goods, but there is little research on it. This paper introduces vertical product attributes (with a unified preference standard) and horizontal attribute segmentation from the perspective of consumer cognition and emotion. It discusses the internal impact mechanism of online reputation judgment based on the Elaboration Likelihood Model. By capturing the relevant data of online reviews and product popularity on the website of JD.COM, we constructed a sentiment analysis model and conducted an empirical study on it. The results show that consumers generally pay more attention to mobile phones' vertical attributes, such as batteries and cameras. The change in reputation attitude caused by this part of attribute evaluation is more stable. Horizontal attributes such as feel and color focus are ranked lower, and even inconsistent sentiment orientation generally does not hurt reputation. But price ranks high as a horizontal attribute due to consumer preference concern. This paper puts forward specific suggestions for enterprises to improve product attributes, carry out product research and development, implement differentiated marketing, and promote brand image communication.