Emotional cognition refers to users" subjective evaluation of a product or brand, which is not only related to the quality and content of the product or brand, but also related to the heterogeneity of users, and will directly affect users" love and trust for the product or brand. Combing with methods from management and the big five personality theory from psychology and focusing on ride-sharing platforms, a research model was established to study The Influence of User Heterogeneity on Emotional Cognition of Ride-Sharing Platforms which Taking service quality perception as mediator and demanding as moderator. The results show that users with higher scores of neuroticism have lower emotional cognition of rider-sharing platforms, and users with higher scores of conscientiousness, agreeableness, openness and extraversion also have higher emotional cognition of rider-sharing platforms. Service quality perception plays a completely mediating role in the emotional cognition process of neurotic, conscientious and agreeable users ,and a part of mediating role in the emotional cognition process of extroverted users. The higher of using demand, the lower emotional cognition of neurotic, the higher emotional cognition of conscientious 、 agreeable、openable and extroverted users.