Emotionally Structured Interaction Networks and Consumer Perception of New Energy Vehicle Technology: A Behavioral Network Analysis of Online Brand Communities

This study investigates how emotionally structured online interaction networks shape consumer perception of new energy vehicle (NEV) technology. Drawing on discussion forum data from two leading NEV brands, Brand_T and Brand_B, we focus on how users respond to brand technological narratives and how these responses translate into distinct patterns of peer-to-peer interaction. Using a behavioral network analysis framework, we integrate sentiment analysis, topic modeling, and Exponential Random Graph Modeling (ERGM) to uncover the psychological and structural mechanisms underlying consumer engagement. Three main findings emerge. First, users display brand-specific emotional-cognitive profiles: Brand_T communities show broader technological engagement but more heterogeneous emotional responses, whereas Brand_B communities exhibit more emotionally aligned discussions. Second, emotional homophily is a robust driver of interaction ties, particularly in Brand_B forums, where positive sentiment clusters into dense and supportive discussion subnetworks. Third, perceived technological benefits, rather than risk sensitivity, are consistently associated with higher interaction intensity, underscoring the motivational salience of anticipated gains over cautionary concerns in shaping engagement behavior. The study contributes to behavioral science and transportation behavior research by linking consumer sentiment, cognition, and social interaction dynamics in digital environments, offering an integrated theoretical account that bridges the Elaboration Likelihood Model, social identity processes, and behavioral network formation. This advances the understanding of technology perception from static individual evaluations to dynamic, group-structured outcomes. It highlights how emotionally patterned interaction networks can reinforce or recalibrate technology-related perceptions, offering practical implications for NEV manufacturers and policymakers seeking to design psychologically informed communication strategies that support sustainable technology adoption.