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Understand the Customer Preference of Different Market Segments from Online Word of Mouth: Evidence from the China Auto Industry

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Social Computing (ICYCSEE 2016)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 623))

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Abstract

With the explosive growth of social media, manufacturers and marketers are increasingly using public opinions in social media for their business decision making. This article aims to understand the customer preference of different market segments from online word of mouth. Using the real data collected from the leading online community of China auto and the ordered Logit model, we find that from the viewpoint of car types, the price is the most important factor for the customer satisfaction. However, from the viewpoint of price range, the price is no more the most important factor for the customer satisfaction. From both viewpoints, the results are similar that different car attributes have different weights on satisfaction. Our findings will make the car manufacturers and marketers come away with a more detailed understanding of the mindset of Chinese consumer groups, and keep a competitive advantage in the fierce China auto market.

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Acknowledgments

We thank the anonymous reviewers for their constructive and meaningful advices. This research is partially supported by NKBRPC (2014CB340506) and China Scholarship Council. Any opinions, findings, and conclusions expressed in this material are those of the authors and do not necessarily reflect the views of China Scholarship Council.

Author information

Authors and Affiliations

  1. Harbin Institute of Technology, Harbin, 150001, China

    Xudong Liu & Lina Zhou

  2. SUNY University at Buffalo, Buffalo, NY, 14260, USA

    Jinquan Gong

Authors
  1. Xudong Liu
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  2. Lina Zhou
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  3. Jinquan Gong
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Corresponding author

Correspondence to Xudong Liu .

Editor information

Editors and Affiliations

  1. Harbin Institute of Technology , Harbin, China

    Wanxiang Che

  2. Harbin Engineering University , Harbin, China

    Qilong Han

  3. Harbin Institute of Technology , Harbin, China

    Hongzhi Wang

  4. Northeast Forestry University , Harbin, China

    Weipeng Jing

  5. National University of Defense Technology , Changsha, China

    Shaoliang Peng

  6. Harbin Engineering University , Harbin, China

    Junyu Lin

  7. Harbin Univ. of Science and Technology , Harbin, China

    Guanglu Sun

  8. Harbin Univ. of Science and Technology , Harbin, China

    Xianhua Song

  9. Harbin Engineering University , Harbin, China

    Hongtao Song

  10. Harbin Sea of Clouds & Computer Tech. , Harbin, China

    Zeguang Lu

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Liu, X., Zhou, L., Gong, J. (2016). Understand the Customer Preference of Different Market Segments from Online Word of Mouth: Evidence from the China Auto Industry. In: Che, W., et al. Social Computing. ICYCSEE 2016. Communications in Computer and Information Science, vol 623. Springer, Singapore. https://doi.org/10.1007/978-981-10-2053-7_62

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  • DOI: https://doi.org/10.1007/978-981-10-2053-7_62

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-10-2052-0

  • Online ISBN: 978-981-10-2053-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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