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New energy vehicle online selection method considering attribute compensation relationship and aspiration strength

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  • Zhao, Meng
  • Xu, Chang
  • Zhao, Wenxian
  • Lin, Mingwei

Abstract

With the development of information technology, online trading platforms for new energy vehicles, represented by Autohome.com, provide individualized decision-making support services for consumers. Considering that consumers often have different attribute requirements when deciding to buy a new energy vehicle. From the requirement information, we can derive the consumers' individual preferences for attribute compensation relationships. This relationship may also indicate, to some extent, that consumers have different strength constraints on different attribute requirements, i.e. aspiration strength. Therefore, to adjust consumers' attribute aspirations and select more products that satisfy consumers’ requirements, this paper investigates how to derive aspiration strength based on the attribute compensation relationship provided by consumers. Specifically, we first define a functional mapping relationship between the attribute compensation relationship and the aspiration strength. According to the mapping relationship, we obtain the aspiration strength. We can change the attribute aspirations based on aspiration strength. Furthermore, attribute compensation relationships are considered to compensate for the product attribute performance. Based on this, we design a new online selection method for new energy vehicles. Finally, a case study of Autohome.com is proposed to verify the effectiveness of the method. We use comparative analysis and random number experiments to demonstrate its robustness and necessity.

Suggested Citation

  • Zhao, Meng & Xu, Chang & Zhao, Wenxian & Lin, Mingwei, 2023. "New energy vehicle online selection method considering attribute compensation relationship and aspiration strength," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002369
    DOI: 10.1016/j.jretconser.2023.103489
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    References listed on IDEAS

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