Large-Scale Satisfaction Rating-Driven Selection of New Energy Vehicles: A Basic Uncertain Linguistic Information Bonferroni Mean-Based MCGDM Approach Considering Criteria Interaction

Abstract

The continuous revolution of new energy technologies and the introduction of subsidy policies have promoted green consumers’ willingness to purchase new energy vehicles and automotive online service platforms have disclosed vehicle reputation and consumer satisfaction ratings information. However, due to issues such as uncertain data quality, large data volumes, and the emergence of positive reviews, the cost for potential car buyers to acquire useful decision-making knowledge has increased. Therefore, it is necessary to develop a scientific decision-making method that leverages the advantages of large-scale consumer satisfaction ratings to support potential car buyers in efficiently acquiring credible decision-making knowledge. In this context, the Bonferroni mean (BM) is a prominent operator for aggregating associated attribute information, while basic uncertain linguistic information (BULI) represents both information and its credibility in an integrated manner. This study proposes an embedded-criteria association learning BM operator tailored to large-scale consumer satisfaction ratings-driven scenarios and extends it to the BULI environment to address online ratings aggregation problems. Firstly, to overcome the limitations of BM with weighted interaction (WIBM) when dealing with independent criteria, we introduce an adjusted WIBM operator and extend it to the BULI environment as the BULIWIBM operator. We discuss fundamental properties such as idempotence, monotonicity, boundedness, and degeneracy. Secondly, addressing the constraints on interaction coefficients in BM due to subjective settings, we leverage expert knowledge to explore potential temporal characteristics hidden within large-scale consumer satisfaction ratings and develop a method for learning criteria and interaction coefficients. Finally, we propose a conversion method between user credibility-based ratings and BULI. By combining this method with the proposed adjusted BM operator, we construct a multi-criteria group decision-making (MCGDM) approach for product ranking driven by large-scale consumer satisfaction ratings. The effectiveness and scientific rigor of our proposed methods are demonstrated through solving a new energy vehicle selection problem on an online service platform and conducting comparative analysis. The case analysis and comparative analysis results demonstrate that the interaction coefficients, derived from expert knowledge and 42,520 user ratings, respectively, fell within the ranges of [0.2391, 0.7857] and [0.6546, 1.0]. The comprehensive interaction coefficient lay within the range of [0.4674, 0.7965], effectively mitigating any potential biases caused by subjective or objective factors. In comparison to online service platforms, our approach excels in distinguishing between alternative vehicles and significantly impacts their ranking based on credibility considerations.