互动仪式链视角下的国产新能源汽车社群口碑信息研究

A Study on the Word-of-Mouth Information of Domestic New Energy Vehicle Communities from the Perspective of Interaction Ritual Chains

摘要: 本研究旨在探究国产新能源汽车消费者的需求和偏好，提升新能源汽车市场竞争力和消费者购买意愿。我们通过分析汽车之家社群中的口碑评价，运用隐含狄利克雷分布模型挖掘潜在主题，结合IPA分析模型探讨消费者对新能源汽车的关注度和满意度之间的内在联系。研究发现，消费者对新能源汽车持积极态度，特别关注智能化和人性化方面。然而，他们对新能源汽车的整体感知、性能与性价比评估、外观设计及配置的科技感方面关注度较低而满意度高，对车内空间和内饰做工的满意度最低。本研究以多维、全面的可视化方式揭示了消费者对国产新能源汽车的形象和评价，为新能源车企提供产品改造升级的方向。

Abstract: This study aims to explore the core demands and preferences of consumers of domestic new energy vehicles (NEV) and further enhance the market competitiveness and consumers’ willingness to purchase. This study applies the Latent Dirichlet Allocation model to screen the heatedly-discussed topics of the vehicle community, and the IPA model to analyze consumer satisfaction with those topics. The study reveals that consumers hold a positive attitude towards domestic NEV and pay particular attention to its intelligent and humanized designs. However, as for satisfaction evaluation, they are less satisfied with the space and interiors. Furthermore, they put less value on the cost performance, exterior design, and intelligent devices. This study reveals the consumers’ comments on domestic NEV in a multi-dimensional way, providing directions for domestic NEV enterprises in product optimization and upgrading.