Abstract: In recent years, global climate change and environmental issues have received widespread attention. With the promotion and publicity of low-carbon and energy-saving awareness, consumers’ awareness of low-carbon and environmental protection has been strengthened, and their consumption choices for transportation have also changed, showing a certain preference for green products. Traditional gasoline vehicles, which have high energy consumption and pollution, can no longer adapt to the current social development. Consumers are turning their attention to the consumption of new energy vehicles. Governments around the world have introduced policies to support the new energy vehicle industry and promote its rapid development. As of the end of 2021, global sales of electric vehicles reached 6.75 million units, an increase of 108% compared to 2020. This marks the coming of the era of new energy vehicles.
On September 22, 2020, China proposed the “dual carbon” goal at the 75th United Nations General Assembly, striving to achieve carbon peak by 2030 and carbon neutrality by 2060. The development of new energy vehicles brings new opportunities to achieve this goal. By the end of 2023, China’s production and sales of new energy vehicles had reached 9.587 million units, accounting for over 60% of global sales and leading the world for nine consecutive years. New energy vehicles not only represent the future trend of the automotive industry, but also become a key force in achieving carbon neutrality goals.
In this transformation, as consumers of the new era, the student group consumption preferences have special significance. The student group is the successor of future socialist construction and also the main force of ecological civilization and construction. Integrating the concept of green development into ideological and political education in universities is beneficial for students to establish awareness of green, low-carbon, energy-saving, and environmental protection. After receiving certain ideological and political education and professional knowledge education, students have a certain ability to identify the consumption of new energy vehicles. They grew up in the information age, have a profound understanding of environmental protection, and are easily influenced by new media. The ideological and political education, innovation education, and socialist core values education in schools have further strengthened their green consumption concept.
Online comments, as an important channel for consumers to obtain product information, have a direct impact on their purchase intention in terms of quantity and quality. Students lack social experience and sufficient judgment ability, and rely more on online reviews to evaluate products. Positive reviews can enhance purchasing confidence, while negative ones may lead to purchase hesitation or abandonment. Therefore, online comments have become a key factor in the formation of student preferences for new energy vehicle consumption. Meanwhile,the student population is in a critical period of value shaping and personality development, and their consumption preferences are influenced by various factors. Against the backdrop of the current prevalence of green environmental protection concepts, new energy vehicles have become a popular choice among students due to their environmental attributes and innovative technology. To win the preference of new energy vehicle consumers, enterprises need to improve product quality and performance, promote environmental protection concepts, and fulfill social responsibilities.
This article investigates the impact of online comment features on student preference for new energy vehicle consumption through 656 questionnaire survey data. Meanwhile, factor analysis, difference analysis, and hierarchical regression analysis are used to validate the research hypotheses. The research has shown that both the quantity and quality of online comments have a significant positive promoting effect on student preference for new energy vehicle consumption. In addition, based on the ideological and political education and socialist core values education of the student group during their school years, a moderation effect model is established to analyze the positive moderating effect of a series of higher education empowerment factors on “online comments-new energy vehicle consumption preferences”. The research results help to reveal the impact of online comments on the consumption preference of new energy vehicles of student groups, and provide some inspiration for relevant departments to regulate online comments on Internet platforms.

Key words: student groups, online reviews, new energy vehicles, consumer preferences

摘要： 为加速实现“双碳”目标,新能源汽车消费是推动绿色出行、低碳环保的重要一环。随着互联网平台的发展,在线评论已成为消费者消费决策的重要参考。其中,学生群体是新能源汽车消费的重要潜在客户,如何提升学生群体对新能源汽车消费偏好至关重要。针对这一问题,本文通过656份学生的问卷调查数据,研究在线评论特征对学生群体新能源汽车消费偏好的影响。同时,利用因子分析、差异分析和分层回归分析对研究假设进行验证。研究表明:在线评论的数量与质量对学生群体新能源汽车消费偏好均具有显著正向促进作用。此外,结合学生群体在校期间的思政教育、社会主义核心价值观教育等,通过建立调节效应模型,分析一系列高等教育赋能因素在“在线评论—新能源汽车消费偏好”中存在正向调节作用。研究结果有助于揭示在线评论对学生群体新能源汽车消费偏好的影响,为相关部门规范互联网平台在线评论提供一定启发。

关键词: 学生群体, 在线评论, 新能源汽车, 消费偏好