互联网平台中新能源汽车消费者态度研究——基于微博文本挖掘的分析
Research on the Attitude of New Energy Vehicle Consumers in the Internet Platform—An Empirical Study Based on Microblog Text Mining
摘要: 随着中国新能源汽车市场的快速发展，互联网平台已成为消费者表达意见、分享体验的重要场域。本研究以新浪微博为数据来源，运用网络爬虫技术采集2019年至2024年间与新能源汽车相关的用户原创博文，采用BERTopic主题建模和情感分析方法，探究互联网平台上消费者对新能源汽车的关注主题与情感倾向。研究发现，消费者讨论主要围绕四个主题：品牌性能与外观、政策与市场、智能科技、安全设计与用户体验。从情感倾向来看，消费者整体情感以积极为主，但不同主题之间存在差异。负面情感主要集中于续航焦虑、充电设施不完善和电池安全等问题。本研究为新能源汽车企业利用社交媒体数据优化产品策略、提升品牌沟通效果提供了参考。
Abstract: With the rapid development of China’s new energy vehicle (NEV) market, Internet platforms have become important spaces for consumers to express opinions and share experiences. This study uses Sina Weibo as the data source, employing web crawling techniques to collect user-generated original posts related to NEVs from 2019 to 2024. Using BERTopic for topic modeling and sentiment analysis, the study explores consumers’ focal topics and emotional tendencies toward NEVs on Internet platforms. The results reveal four main themes in consumer discussions: brand performance and appearance, policy and market, intelligent technology, and safety design with user experience. In terms of emotional tendencies, overall consumer sentiment is predominantly positive, but there are differences across themes. Negative emotions mainly focus on range anxiety, inadequate charging infrastructure, and battery safety issues. This study provides references for NEV enterprises to optimize product strategies and enhance brand communication using social media data.
文章引用：张皓天. 互联网平台中新能源汽车消费者态度研究——基于微博文本挖掘的分析[J]. 电子商务评论, 2026, 15(5): 467-477. https://doi.org/10.12677/ecl.2026.155540

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