考虑质量缺陷的新能源汽车产品策略:基于在线评论分析  

Product Strategy for the New Energy Vehicles with Quality Defects:Based Online Reviews Analysis

作　　者：闫欣 单待 卞亦文[1] YAN Xin;SHAN Dai;BIAN Yiwen(SILC Business School,Shanghai University,Shanghai 201899,China)

机构地区：[1]上海大学悉尼工商学院,上海201899

出　　处：《工程管理科技前沿》2025年第1期36-44,共9页Frontiers of Science and Technology of Engineering Management

基　　金：国家自然科学基金资助项目(72031004,72210107002,72401175)。

摘　　要：本文考虑在线评论对消费者体验感知和质量缺陷的信息传递作用,探讨新能源汽车质量和价格决策问题。本文构建基于在线评论产品决策模型,获取最优产品策略;以小鹏汽车为主要对象,实证检验评论对产品决策的作用机理。研究发现:产品客观质量和价格共同作用于体验感知,当质量提升的积极效用大于价格涨幅效用时,消费者通过评论传递的体验感知提高。另外,产品质量缺陷影响消费者体验感知和产品策略。当存在评论发表阈值时,随着缺陷率提高,企业先采取保守产品策略,下调价格减少成本投入;当缺陷率超过某一阈值时,企业积极改进质量并控制价格涨幅,提高消费者购买意愿和体验感知。最后,缺陷损失程度影响消费者体验感知,在较高缺陷损失下,消费者体验感知更低,企业倾向于控制质量投入并降低价格。This study focuses on new energy vehicles,specifically examining the optimal product quality and pricing decisions in the presence of online reviews.By examining the interplay between consumer experienced perception and quality defects,the research explores how online reviews and quality defects jointly impact the development of product quality and pricing strategies.This study adopts a comprehensive methodological approach,integrating theoretical modeling and empirical analysis to analyze the influence of online reviews on product quality and pricing decisions.For the empirical research,focusing on Xiaopeng Motors of G3 and P7 series of new energy vehicle models,the study empirically tests the role of online reviews and rigorously validates the rationalitythe of the theoretical model.The research findings reveal that the information about consumer experienced perception and quality defects,as derived from online reviews,significantly impacts on product quality and pricing strategies.First,product's objective quality and price jointly influence consumer experiences.The consumer experienced perception is enhanced when the utility gain from quality improvement surpasses the price increment.Second,the study reveals that product quality defects exert a significant influence on consumer experienced perception and corporate strategic decisions.When there is a threshold for the publication of online reviews,as the defect rate increases,the firm initially adopts a conservative product strategy and sets a lower price to mitigate cost implications.However,as defect rate reaches a certain threshold,the firm will begin to implement proactive strategies,accompanied by improvements in quality and price.This strategic adjustment aims to amplify consumer purchasing intent and increase the expected value of consumer experienced perception,thereby ensuring sustained competitiveness in the market.Third,the research points out the impact of defect-related losses on consumer experienced perception.In cases of higher loss defect,consu

关 键 词：在线评论 消费者体验感知 质量缺陷 质量决策 定价决策 新能源汽车 

分 类 号：F274[经济管理—企业管理]