Analysing online behaviour to determine Chinese consumers’ preferences for electric vehicles

Abstract While prior studies of consumer preferences on electric vehicles (EVs) utilized stated preference (SP) or revealed preference (RP) data, this study examined consumer preferences for EVs through their online behaviour. Using big data and text mining technologies to explore large quantities of Chinese consumers’ online behaviour pertaining to EV selection, comparison, purchase inquiry, and comments, we found that EV prices, car classification and powertrain types were the most important factors influencing consumer response. In addition to general interests, we also noted application specific interests. For instance, we observed a preference for small battery electric vehicle (BEV) models with fast-charging batteries, which are well-suited to work commutes and daily life. By contrast, when examining plug-in hybrid electric vehicles (PHEVs), we noticed that consumers expressed a preference for sport utility vehicle (SUV) models. Finally, we found that in addition to price and technical specifications, EV aesthetics play a significant role in consumer choice. These conclusions are valuable for government agencies and EV manufacturers looking to promote EVs and address environmental pollution by appealing to consume interests.

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