Abstract: In order to form a unified research framework, literature from home and abroad has been reviewed, and a research integration model of online comment emotional tendency is put forward, which better shows the existing research results of its leading factors, resulting factors and moderating factors. Based on the strong effect of negative comments on purchase decision, the study of the management measures to online comment emotional tendency is summarized from the perspective of enterprises' marketing management. In addition, the shortage of the existing research and further research direction are presented.

Key words: online comment, emotional tendency, consumer behavior, management & marketing