Suchergebnisse

In recent years, as people's awareness of energy conservation, environmental protection, and sustainable development has increased, discussions related to electric vehicles (EVs) have aroused public debate on social media. At some point, most consumers face the possible risks of EVs—a critical psychological perception that invariably affects sales of EVs in the consumption market. This paper chooses to deconstruct customers' perceived risk from third-party comment data in social media, which has better coverage and objectivity than questionnaire surveys. In order to analyze a large amount of unstructured text comment data, the natural language processing (NLP) method based on machine learning was applied in this paper. The measurement results show 15 abstracts in five consumer perceived risks to EVs. Among them, the largest number of comments is that of "Technology Maturity" (A13) which reached 25,329, and which belongs to the "Performance Risk" (PR1) dimension, indicating that customers are most concerned about the performance risk of EVs. Then, in the "Social Risk" (PR5) dimension, the abstract "Social Needs" (A51) received only 3224 comments and "Preference and Trust Rank" (A52) reached 22,324 comments; this noticeable gap indicated the changes in how consumers perceived EVs social risks. Moreover, each dimension's emotion analysis results showed that negative emotions are more than 40%, exceeding neutral or positive emotions. Importantly, customers have the strongest negative emotions about the "Time Risk" (PR4), accounting for 54%. On a finer scale, the top three negative emotions are "Charging Time" (A42), "EV Charging Facilities" (A41), and "Maintenance of Value" (A33). Another interesting result is that "Social Needs" (A51)'s positive emotional comments were larger than negative emotional comments. The paper provides substantial evidence for perceived risk theory research by new data and methods. It can provide a novel tool for multi-dimensional and fine-granular capture customers' perceived risks and negative emotions. Thus, it has the potential to help government and enterprises to adjust promotional strategies in a timely manner to reduce higher perceived risks and emotions, accelerating the sustainable development of EVs' consumption market in China.

From the end of 2018 in China, the Big-data Driven Price Discrimination (BDPD) of online consumption raised public debate on social media. To study the consumers' attitude about the BDPD, this study constructed a semantic recognition frame to deconstruct the Affection-Behavior-Cognition (ABC) consumer attitude theory using machine learning models inclusive of the Labeled Latent Dirichlet Allocation (LDA), Long Short-Term Memory (LSTM), and Snow Natural Language Processing (NLP), based on social media comments text dataset. Similar to the questionnaires published results, this article verified that 61% of consumers expressed negative sentiment toward BDPD in general. Differently, on a finer scale, this study further measured the negative sentiments that differ significantly among different topics. The measurement results show that the topics "Regular Customers Priced High" (69%) and "Usage Intention" (67%) occupy the top two places of negative sentiment among consumers, and the topic "Precision Marketing" (42%) is at the bottom. Moreover, semantic recognition results that 49% of consumers' comments involve multiple topics, indicating that consumers have a pretty clear cognition of the complex status of the BDPD. Importantly, this study found some topics that had not been focused on in previous studies, such as more than 8% of consumers calling for government and legal departments to regulate BDPD behavior, which indicates that quite enough consumers are losing confidence in the self-discipline of the platform enterprises. Another interesting result is that consumers who pursue solutions to the BDPD belong to two mutually exclusive groups: government protection and self-protection. The significance of this study is that it reminds the e-commerce platforms to pay attention to the potential harm for consumers' psychology while bringing additional profits through the BDPD. Otherwise, the negative consumer attitudes may cause damage to brand image, business reputation, and the sustainable development of the platforms ...