新能源汽车产业在最近几年取得了巨大的发展，无论技术、政策还是配套设施等都在越发完善，随之而来的是新能源汽车销量的不断提升与市场份额的不断提高。我国的新能源汽车产业目前已经成为战略性产业，这些年在政府不断地大力扶持下，取得了长足的发展。不仅逐渐地改变了燃油车时代的落后局面，并且开始走在了行业的前列。成长于新时代中国崛起大背景下的Z世代们，与国潮热的兴起息息相关，他们成长在一个互联网的时代，在其消费行为中，在线评论与网络口碑起着越来越重要的作用，尤其是面对新能源汽车这样一种高价的高介入度的商品时，尤为明显。

本文首先分析了国内外相关文献，通过对前人的研究结果的分析和述评，确定在线评论和网络口碑对于新能源汽车销量的影响，并建立在线评论与新能源汽车销量的关系的模型，探究在线评论数量、在线评论中对新能源汽车各属性的评分分值、价格以及品牌情况对新能源汽车销量的影响，提出理论假设并进行验证。由于本文特别关注的是对于国产品牌和外资品牌，国内消费者是否在其中表现出显著的偏好差异，故使用了品牌虚拟变量放入模型进行验证。本文通过网络爬虫抓取了最大的汽车垂直网站汽车之家上的用户在线评论和网络口碑数据，建立面板数据模型进行实证分析。最后通过对回归结果的具体分析，来探讨在线评论中影响新能源汽车消费者消费决策的因素，同时结合文本分析的证据，验证国内消费者存在的国产品牌偏好，并进一步指出这种偏好代表的爱国情怀和民族情感。

本文研究表明，汽车的在线评论数量对于消费者的购买行为有显著的正向影响，而新能源汽车的七个属性（空间、驾驶感受、续航、外观、内饰、性价比、智能化）的在线评分对新能源汽车销量的影响均不显著。价格对新能源汽车的销量存在显著的负向影响。最后，本文通过对面板数据模型的分析，得出国内消费者对于国产品牌的新能源汽车存在显著的偏好。本文的研究一方面借鉴了在线评论对汽车销量影响的研究成果，同时探索了新能源汽车市场上消费者对国产品牌的偏好，一定程度上体现了当前国内新能源汽车市场上存在的爱国情感。

The new energy vehicle industry has made tremendous development in recent years, whether in terms of technology or supporting facilities. Meanwhile, the sales and market share of new energy vehicles have been increasing all the time. China's new energy vehicle industry, as a national strategic industry, has made great progress over the years with the government's continuous support. Not only has it changed the backward situation, but it is also at the forefront of this new era. Growing up in the context of the rise of China, Generation Z is closely related to the rise of the national fever. They live in an era of the Internet, where online reviews and IWOM(Internet Word of Mouth) play an increasingly important role in their purchasing behavior, especially in the case of a high-priced and highly-involved commodity like new energy vehicles.

Firstly, this paper determines the influence of online reviews and IWOM on the sales of new energy vehicles through previous research and analysis, and establishes a model of the relationship between online reviews and sales of new energy vehicles, explores the influence of the number of online reviews, rating scores of each attribute and price on the sales of new energy vehicles, and puts forward theoretical hypotheses. Since this paper is particularly concerned with whether domestic consumers show significant preference differences among them between domestic and foreign brands, dummy variables are used to put into the model for verification. This paper crawls the online reviews and IWOM data of users on the largest automotive vertical website Auto Home through a web crawler to conduct an empirical analysis of the panel data model and verify the theoretical hypotheses.

This paper shows that the number of online reviews of cars has a significant positive impact on consumers' purchasing behavior, while the online ratings of seven attributes of new energy cars (space, handling, battery, interior, exterior, cost effectiveness, technology) have no significant impact on the sales of new energy cars. Price has a significant negative effect on the sales of new energy vehicles. Finally, by analyzing the panel data model, this paper concludes that domestic consumers have a significant preference for domestic brands of new energy vehicles. This paper draws on the research results on the influence of online reviews on car sales, while exploring consumers' preference for domestic brands in the new energy vehicle market, reflecting patriotic sentiments to a certain extent.