基于文本挖掘技术的分时租赁共享汽车用户体验及影响  

User Experience and Impact on Time-sharing Rental Car Based on Text Mining Technology

作　　者：许研[1] 陶晓波[1] XU Yan;TAO Xiao-bo(School of Economics and Management,North China University of Technology,Beijing 100144,China)

机构地区：[1]北方工业大学经济管理学院,北京100144

出　　处：《公路交通科技》2023年第9期248-256,共9页Journal of Highway and Transportation Research and Development

基　　金：北京市社会科学基金青年项目(18GLC080);教育部人文社会科学研究规划基金项目(21YJAZH098)。

摘　　要：为了帮助分时租赁共享汽车企业渡过蛰伏期,同时为其他共享出行服务企业提供借鉴,分析了分时租赁共享汽车的用户体验及其对负面口碑传播和用车行为中破窗效应的影响。主要采用文本挖掘技术对2018—2020年分时租赁获得投资前后百度论坛12.38万条用户帖进行了分析。在客户出行旅程框架下挖掘用户反馈中被高频讨论的服务环节、负面情感态度集中的不愉快触点,分析了其产生原因及后续影响。结果表明:用户高频讨论的、同时也是负面反馈最多的服务环节为开车驾驶、还车结账和售后这3个环节;这3个关键服务环节最易引发不满意和不信任情绪,进而导致负面口碑传播;“技术手段不能保障运营”是“车况差、车内不卫生和用后的违章误判”等诸多负面反馈背后深层次的问题;一条由于用户监管技术落后导致的“违规行为被误判的体验—负面口碑传播—更多的违规行为(破窗效应)—服务负面体验”路径是导致分时租赁用户群“劣币驱逐良币”的循环关系链;“用户监管技术未达到分时运营要求”是目前被共享出行行业普遍忽视的问题。在分析结果的基础上提出了分时租赁企业的策略改进方向,研究方法和结论可为所有共享出行企业提供参考。In order to help the time-sharing car rental enterprises to pass through the dormant period,and to provide reference for other shared travel service enterprises,the user experience of time-sharing rental car and its impact on the negative word-of-mouth spread and the broken window effect in car-using behavior are analyzed.The text mining technology is used to analyze 123800 user posts in the Baidu Forum before and after the investment of timesharing from 2018 to 2020.Under the framework of customer journey,the service link and the unpleasant touchpoint of negative emotion and attitude are found out,and the reasons and followup effects are analyzed.The result shows that(1)the most frequently discussed and negative feedback service links are driving,paying and after-sales;(2)these key service links are most likely to lead to dissatisfaction and distrust,which leads to negative word-of-mouth spread;(3)“The technical means can’t guarantee the operation”is the deep-seated problem behind many negative feedback such as“The condition of the vehicle is bad,the inside of the vehicle is unsanitary and the misjudgment after using”;(4)a“misjudged violation experience,negative word-of-mouth spread,more violations(broken window effect),service negative experience”path,which is caused by poor user supervision technology,is a circular chain that leads to the“Gresham’s Law”of time-sharing leasing users;(5)“The technology of user supervision does not meet the requirements of time-sharing operation”is a problem that is generally ignored by the industry of shared travel.On the basis of the analysis result,the direction of time-sharing leasing enterprise’s strategy improvement is put forward,and the study method and conclusion can provide reference for all the shared travel enterprises.

关 键 词：运输经济 用户体验及影响 文本挖掘技术 分时租赁共享汽车 客户旅程 

分 类 号：F502[经济管理—产业经济]