Research On User Satisfaction Of Electric Vehicle Based On The Grounded Theory

With the increasing trend of global warming and air pollution,it has become a top priority for all countries of the world to develop clean and renewable energy while reducing the use of fossil fuels.Since the road transportation contributed a large proportion of greenhouse gas emissions,the development of electric vehicle industry to gradually replace traditional fuel vehicles is an inevitable measure to achieve environmental protection and sustainable economic development.Although electric vehicles are developing rapidly,due to various reasons,users’ acceptance of electric vehicles is still not wide enough.Based on behavior of after-purchasing,therefore,it is of great significance to study the satisfaction of consumers to facilitate the promotion and use of new energy vehicles.To deeply explore the influencing factors of electric vehicle users’ satisfaction,this paper takes the online comments of BYD electric vehicle consumers on the website of Autohome as the original data,then utilizes the grounded theory and content research method to encode the comments,13 sub-categories and 5 central categories are obtained to construct the theoretical model of influencing factors of the electric vehicle users’satisfaction,of which the evaluation index system of electric vehicle users’ satisfaction is constructed on the basis.And the quantitative measurement is carried out on the index system to highlight the relative importance of each index in the users’ satisfaction model.The results show that users’ overall satisfaction on BYD electric vehicle is high.Among all the index performance,brand influence,infrastructure/service convenience,sales service,usage fees,stimulating policies,individual and social psychological feelings of users have all received satisfactory scores.Car design and after-sales service score slightly lower than the overall satisfaction.And car design concerns users most,therefore receiving the most rigorous review from users,which deserves attention of the enterprise.Infrastructure integrity and purchase costs haven’t reached overall satisfaction,calling for an urgent improvement.Due to the particularity of inhibitory policy,it is necessary to take opposite action and increase the intensity of current measures.In order to improve users’ satisfaction and encourage electric vehicle use,the government and enterprises need to work together to improve products,services,policies and other aspects related to it.