| As the rapid development of the internet in China,and the upgrading of consumption structure,the online travel agents develop fast too.Today,online travel agents have become an important branch of the tourism industry.The competition is becoming more and more violent.On the same time,as the developing of the economy,travel has been transferred from the privilege of a few people to the right of all the people,and also it is becoming an important way to keep an enjoyable heart and life.On the basis of the differences of individuals,the need of travel is becoming more and more personal.On that background,how to provide more personalized products and service to enhance the satisfaction and loyalty of the consumers has become the most important thing of those companies in tourism business.This article’s study objects are consumers of Ctrip,and questionnaire method is used to collect data,then the data is analyzed with stepwise regression equation.This article studies the regulating effect of extroversion of the Big-Five Factor Personality in the chain from the perceived value to satisfaction then to loyalty with the service of Ctrip.The results of the study show that,the personality of extroversion has minus moderating effect to the relation between perceived value and satisfaction.In another word,the higher the extroversion personality is,the lower degree of satisfaction.The extroversion personality doesn’t have direct moderating effect to the relation between satisfaction and loyalty,but because satisfaction has positive influence to loyalty,then the extroversion can affect the loyalty via the mediating variable of satisfaction.That is to say,the higher the extroversion personality is,the lower degree the loyalty to Ctrip. |
