The Empirical Study On Driving Factors Of E-ticket's Brand Loyalty

In the past ten years, the e-business market in our country has been developing fast and both the software and the hardware conditions have been improved greatly. Furthermore, this period also witnesses the great development of civil aviation industry in our country, whose market scale has enlarged at a speed of 15% per year. Under this background, the e-ticket market has flourished since the e-ticket brings convenience to consumers while reducing the airline company's operation cost. However, the airline companies in our country just walk out the stage of seller market, and they sometimes neglect the companies'brand loyalty management, which is important to form customer satisfaction and brand loyalty during the ticket booking and flying process. Being confronted with the serious competition in e-ticket market and the management status, the airline companies in our country urgently need the instruction of brand loyalty management.Based on the research background stated above, this paper reviews and summarizes the domestic and overseas theories and research results of brand loyalty. Using both normative analysis and empirical study method, the paper studies the e-ticket's brand loyalty and its driving factors in civil aviation industry, and thus establishes the e-ticket's brand loyalty driving model. This paper expects to put forward some theatrical and practical instructions to help airline companies to build brand loyalty in e-ticket market.By the empirical study towards the civil aviation market in Shenyang, the author has collected 380 effective questionnaires and uses SPSS13.0 software to carry on the statistic analysis, which includes descriptive statistic analysis, correlation analysis, t-test and regression analysis, and the paper gets conclusions as fellows:Brand trust has a relative weak but positive effect on behavior loyalty of e-ticket consumers, but has no significant effect on attitude loyalty of e-ticket consumers; Brand affect has strong and positive effects on both behavior loyalty and attitude loyalty, and it is the main driving factor of e-ticket consumers'brand loyalty; Perceived value has a middle degree and positive effect on behavior loyalty of e-ticket consumers, but has no significant effect on attitude loyalty of e-ticket consumers; Perceived quality has middle degree and positive effects on both behavior loyalty and attitude loyalty, and it is the main driving factor of e-ticket consumers'brand loyalty; Brand difference has strong and positive effect on attitude loyalty, but has no significant effect on attitude loyalty of e-ticket consumers; different consumers have different cognitive types, and thus there are significant differences of brand loyalty and driving factor's impotency between those group.