전기차 구매 만족도에 미치는 영향요인에 관한 분석: 테슬라 소비자 리뷰를 중심으로

Recently, interest in electric vehicles has been increasing due to environmental pollution problems and depletion of fossil fuels. Various tax benefits and purchase cost support provided when purchasing electric vehicles have made consumers interested in purchasing electric vehicles. This study analyzes Tesla’s consumer reviews using topic modeling to identify consumers’ satisfaction with purchasing electric vehicles and the advantages and improvements of electric vehicles. TF-IDF was used to find words that were frequently used in documents and meaningful words, and the similarity of each review was analyzed through keyword extraction. In addition, LDA topic modeling, the most representative topic modeling technique that extracts and classifies potential topics, was used to analyze the advantages and disadvantages of vehicles by model and areas for improvement. As a result, Tesla Model 3 and Model Y had many reviews that were satisfied with systems such as continuous updates via Wi-Fi, home link, electronic keys, and autopilot, while the dissatisfied group had inconveniences such as long confirmation of AS reservation time due to service reservation through the app and additional costs related to AS. The conclusion obtained through review analysis confirmed the need for continuous improvement of vehicle technology and performance as well as customer service improvement. Previous studies on electric vehicles have mostly looked at trends and marketing directions for electric vehicles from the perspective of sellers or manufacturers, or conducted surveys. This study analyzed reviews from actual electric vehicle buyers and analyzed them from the perspective of consumers who are planning to purchase electric vehicles. It is expected that analyzing consumer needs in the electric vehicle market will also contribute to improving products from the perspective of manufacturers.