Research On The Emotional Fluctuation Of New Energy Family Car Consumers Based On Text Minin

It has become a development trend for every household to have at least one car.With the gradual deterioration of the environment,consumer demand for new energy vehicles is rising rapidly.The emotion of new energy vehicle consumers is of great guiding significance to the decision-making of new energy vehicle manufacturers.According to 5W1 H analysis,the car purchase behavior of consumers of new energy vehicles mainly includes six elements:consumers,time,place,type of vehicle purchased,reason for car purchase and purchase method.When the reason for car purchase is household and the purchase method is retail,as the time,place and type of vehicle purchased change respectively,the sentiment of consumer groups towards new energy vehicles also fluctuates.The research on the fluctuations of consumer emotions in different dimensions is helpful to comprehensively grasp the development of the market and guide the manufacturers to make management decisions.This study collects 12,002 online comments from consumers of new energy family cars,adopts text mining method to analyze consumer comments,and studies the fluctuation of consumer sentiment over time,space and product category.The following conclusions can be drawn: First,on the whole consumers have the most positive feelings about appearance and power,and the most negative feelings about power consumption and space.The negative emotional factors of consumers mainly include insufficient rear row space,poor endurance and other factors.For different dimensions of vehicles,a variety of factors affect consumers’ emotion;Second,consumers’ emotion towards new energy family cars gradually develops in a positive direction over time and the development trend is more stable.There is no obvious correlation between consumer sentiment and regional economic development,and the average satisfaction of consumers in the south is not as high as that in the north;Third,average consumer satisfaction with pure electric cars is higher than that of plug-in hybrid cars,and the higher the level is,the more positive the overall consumer’s emotion is,moreover the average consumer satisfaction with Tesla is higher than that of BYD;Fourth,there are differences in the fluctuation of consumers’ emotion for different attributes of new energy family cars with time,space and product categories;Fifth,the influencing factors of consumer sentiment change with time,space and product category;Sixth,based on the results of empirical analysis,taking BYD brand as an example,new energy family car manufacturers can take a series of management measures to improve consumer sentiment,including developing production and marketing improvement strategies according to the current situation and trend of consumer sentiment,in view of regional differences in consumer sentiment,making market positioning accurate in each region,according to consumers’ emotional differences to different products,making product positioning accurate.