Research on the Asymmetry of Factors Affecting the Satisfaction of In-Vehicle Infotainment Systems of New Energy Vehicle and Differentiated Product Design in China

In the context of product diversification and personalized requirement, deeply exploring the unstructured characteristics of online reviews and conducting differentiated analyses empowered by big data can enhance the precision of differentiated product design. However, although traditional research has recognized the asymmetry between satisfaction and dissatisfaction when analyzing online reviews, insufficient attention has been paid to the asymmetry of emotional causes, resulting in deviations in product design and limitations in satisfaction improvement. Accordingly, this study takes intelligent In-Vehicle Infotainment Systems (IVISs) of New Electric Vehicles (NEVs) as a case, employs fine grained structural deconstruction methods and natural language analysis to analyze factors influencing satisfaction, examines the types of cause symmetry, proposes a cause asymmetry analysis framework, and conducts differentiated product design strategy analysis for IVISs from the perspective of cause asymmetry. The findings indicate that both symmetry and asymmetry exist between the factors causing user satisfaction and dissatisfaction. Symmetry mainly involves single technical or functional indicators, and their causes exhibit linear symmetric characteristics. Asymmetry manifests in four forms, specifically embodied asymmetry, pluralistic asymmetry, interval asymmetry, and contradictory asymmetry. Based on different symmetry characteristics, this study integrates the theory of inventive problem solving (TRIZ) method to propose targeted product design strategies to better satisfy users’ differentiated requirements. The results of this study not only provide a digital intelligence path of requirement identification, differentiated design, and innovative iteration for optimizing intelligent IVISs of NEVs, but its universal methodology also offers a powerful tool for broader intelligent interaction product innovation.