Research On Airline Online Word-of-mouth And Customer Purchasing Intention From The Perspective Of Customer Perception

Online word-of-mouth is a new marketing tool in the Internet era,which reflects the online reviewer’s attitude towards products and services,and directly affects the customer’s perception and willingness to purchase.In recent years,airlines pay more and more attention to the application of Network word-of-mouth,especially in customer service,product promotion,brand building,in order to improve customer perceived value and customer willingness to purchase.Online word-of-mouth has the characteristics of faster spread,wider influence range and more lasting effect,which greatly affects the customers who are involved in decision-making.Airlines with high-volume,high-quality Online word-of-mouth benefit from this form of communication,for their own brand to accumulate more popularity,thus forming a virtuous circle of the process.In view of this,this paper studies the relationship between airline online word of mouth and customer purchase intention from the perspective of customer perception.Based on the communication process theory,attribution theory and Technology Acceptance Model Theory,this paper studies the impact of three variables of online word-of-mouth on customer purchase intention from the perspective of customer perception,the mediating effects of perceived usefulness and perceived ease of use on these relationships are discussed.Sampling survey is adopted to obtain the most authentic raw data.After the final verification of the structural Equation Model,the research hypothesis of this paper is established.First,Online word-of-mouth has positive effects on perceived usefulness,perceived ease of use,and customer willingness to buy.Secondly,perceived usefulness and perceived ease of use,both have positive correlations on customer purchase intention,and play a mediating role.Finally,with the combination of research conclusions and concrete practice,it not only provides a new interpretation perspective for the application and influence of online word-of-mouth,moreover,the management and application of online word-of-mouth in aviation enterprises are put forward.