An Empirical Study On Air Ticketing Behavior Considering Decision Inertia

With the advancement of aviation technology and the gradual increase in passenger flow,revenue management has been proven to be an effective management technology by airlines at home and abroad.The application of aviation passenger ticketing decision-making behavior in revenue management is not only the implementation of revenue management in terms of airline benefits,but embodies passenger-oriented thinking,which is also a frontier topic in the study of revenue management.It provides reference and new perspectives for airlines to further increase new profit margins.This paper systematically reviews consumer heterogeneity and the inertia of ticket purchasing decision Based on this review,it presents three hypotheses:First,passenger ticket purchasing behavior shows the characteristics of decision-making inertia;Second,the influence of socio-demographic factors on decision inertia;Third,the purpose of the trip affects the decision-making inertia of the ticket purchaser.This article elaborates consumer psychology based on the theoretical basis of the behavior of purchaser—the theory of consumer behavior,and summarizes the factors which influence ticket purchasing decisions from two aspects;it also introduces at length what the decision-making inertia is,and the inertial behavioral elements—habituation,incomplete information and acceptability.Based on the SEM modeling process,and the searching of a large number of documents,the SEM initial model including five social demographic factors(sex,age,education,occupation,and monthly income)and inertial behaviors is established.Finally,the paper elaborates the design of questionnaires for the two purposes of traveling(Official travel and private travel),and the descriptive statistics of the survey data and the analysis results are obtained.Through the fitting results of the final model,the three hypotheses are proved in this paper,which provides the basis for building heterogeneous multi-passenger category revenue management in aviation field.There are several differences about the relationship between social statistical variables and decision-making inertial factors and decision-making inertial factors.The same point:first,a significant negative correlation between occupational and incomplete information;February,a significant positive correlation between income and habitual behavior;third,the fitting results of the two models indicate the influence of education on the inertia of ticketing decisions are not significant;forth,acceptable behavior is a significant positive correlation of habitual behavior.Different points:First,compared with private travel,the gender and age variables did not show a significant relationship with decision-making inertial factors in official travel;Second,in the case of official travel,the occupation showed a significant negative effect on acceptable behavior;Third,in the case of official travel,income has a significant positive correlation with acceptable behavior;Fourth,incomplete information shows a significant positive correlation with acceptable behavior,and private travel has a negative correlation;Fifth,in case of official travel,incomplete information has an indirect positive effect on habitual behavior.This research classifies that passenger ticket purchasing behavior shows the characteristics of decision-making inertia,and there is a direct or indirect relationship between different social demographic variables and inertial factors of decision-making,providing a theoretical basis for the development of multi-user pricing model in the aviation field.