The Impact Of Online Comments And Product Attributes On Household Air Conditioning Sales From The Perspective Of Energy Conservation

Since the early stage of reforming and opening up,we only focused on economic growth and neglected the sustainable development of other factors including resources and environment.As a result,China is facing serious energy shortages and environmental pollution.Resources and environment-related issues have became a constraint to China's further development bottleneck.Energy conservation and emission reduction is an important means to improve China's existing predicament and ensure the sustainable development of society.This will also be a long-term practice strategy in China.The existing research on energy conservation and emission reduction focuses on the macroscopic directions of analyzing the impact of policies on industries and the requirements of traditional industries to cope with the new economic norms,ignoring the energy-saving potential of residents.According to the data of the National Energy Administration,residents' electricity consumption shows the characteristics of large total volume and fast growth rate.By rationally guiding residents to improve their lifestyles,it can also reduce the waste of resources in daily life or actively introducing energy-efficient home appliances to help residents reduce waste,the evidences show that energy saving at home is also of great practical significance.In this study,household air conditioners were selected as research objects,and consumers' attitudes toward energy-efficient home appliances were studied through online review.This paper chooses the factors affecting the sales of household air conditioners from the aspects of characteristics of air conditioners and features of online comments,meanwhile uses the sentiment analysis to quantify the text factors,with the random forest model,to establish a conceptual model of how online review affects sales of air conditioners on the energy-saving perspective.We hope that we can understand the attitudes and preferences of consumers on energy-efficient home appliances,help enterprise to produce energy-saving products that meet consumers' needs and achieve the promotion and popularization of energy-efficient home appliances.This article chooses Tmall Mall as a data acquisition platform,and observes a total of 44 household air conditioners with different energy efficiency levels of six major brands including Gree for one year,and uses the relevant product data obtained for analysis.The text factors are extracted from the comment text by word frequency analysis,and quantized by ROST-CM6 software.The random forest is used to analyze the variable importance to understand the concerns of consumers in different contexts.Finally,for helping merchants to improve market responsiveness and we also do the forecast analysis on sales of air conditioners with linear models,random forests and support vector machines.The results of this research experiments show that consumers pay less attention to energy-efficient home appliances,and there is little subjective willingness to purchase energy-efficient air conditioners.It is necessary to rely on the company's guidance of energy-efficient products to form a relevant understanding.The price can help the enterprise to highlight the energy-efficient nature of the product to a certain extent,but the excessive price can easily lead to the loss of consumers,but the brand image can help the company to promote the product to a certain extent and reduce the sale due to the high price.Through the research,we can also learn that it may be more effective to popularize energy-efficient products to specific regions and people rather than to the entire market.And there is a significant homogenization phenomenon in household air conditioners.Merchants should pay attention to developing their own "soft power",that is product additional services,in order to improve customer satisfaction and user stickiness,and expand competitive advantage.