Empirical Research On The Intention Airline Net Sales Channels Users

SASAC (State-owned Assets Supervision and Administration Commission) requires the airlines to "increase direct selling and reduce agency fee" on May 13,2015 in order to promote the airlines striving to develop network direct sales channel and realize transformation of marketing mode. Meanwhile, as the change of passenger group structure, the demands of network sales channel for airlines becomes more diversification. To satisfy the demands of passengers, airlines are necessary to optimize their network direct sales channel. In this context, this paper mainly researches the factors affecting the passengers intention to use network direct sales channel of airlines and makes suggestions.There are many researches about construction of airlines network direct sales channel of airlines, however, very few people research the factors affecting the network direct sales channel from the view of passengers and the technical acceptance model mainly explains the personal acceptance behavior of information technology, that is, intention to use network direct sales channel. In practical application, traditional technical acceptance model always ignores the effect of external factors on the intention of users. Task-technology matching model mainly is used to explain the support capability of information technology to the task and focuses on research of the effect of external factors on the intention of user behavior.Therefore, for the characteristics of network direct sales channel of airlines, the paper is based on the acceptance model and task-technology matching model, mainly adopts literature review and model method, through research of correlated variable, introduces information quality, system quality and service quality as important variable affecting the intention of passengers, constructs new model and expands the technical acceptance model.The paper adopts the method of empirical study, based on the constructed model, makes 24 assumptions, designs the questionnaire by referring to maturity scale, distributes the questionnaire and conduct empirical test of survey result by means of SPSS data processing software. The test result indicates:the sample of survey data properly distributes, and has relative good reliability and validity, and most of assumptions have been verified. The information quality, system quality, service quality, perception serviceability, perceived usefulness and perceived ease of use can positively affect the intention of users.Based on the assumption has been confirmed, the paper also against Shandong Airlines network marketing channel construction is suggested. Finally, we point out the shortcomings and future research directions of this research were discussed.