Comparing Mini and full-size electric vehicles in China: Evidence from user heterogeneity and satisfaction asymmetry

Abstract

Improving user satisfaction with electric vehicles (EVs) is crucial for their widespread diffusion and the development of sustainable transportation. Although numerous studies have investigated the impact of EV service factors on satisfaction, the nonlinear and asymmetric effects have been largely neglected. This study aims to fill this gap by comparing the factor differences in user perceptions, satisfaction asymmetries, and improvement priorities among heterogeneous adopters within two EV segments: Mini EVs and full-size EVs. Two common methods, the regression with dummy variables (RDV) and the Importance Grid (IG), are utilized to examine satisfaction asymmetry and determine which one is more appropriate for describing the relationship between service factors and overall satisfaction. Empirical evidence from EV segments in China indicates that the RDV method is more suitable than the IG method for characterizing factor attribute and asymmetry. Female, multi-vehicle, and daily users report higher levels of satisfaction and importance for service factors compared to male, single-vehicle, and weekly users. Based on the RDV method, the results emphasize the importance of improving charging satisfaction to enhance the overall satisfaction of Mini EV adopters, particularly for those who have multiple vehicles and frequent travel demands. For males and daily users of full-size EVs, it is critical to enhance vehicle performance and technology. This study not only expands the limited application of satisfaction asymmetry to the transportation field but also provides policy implications for Mini EV diffusion.