Influence Of OTA Travel Value-added Product Features On User Usage

OTA:Online Travel AgentWith the rapid development of information technology,the business of online travel service has been continuously expanded and the products purchased through online travel websites are widely accepted by the public.Various types of online travel agents not only provide users with standard business services,but also provide a series of related value-added service by seizing the linking point of user's journey and products to optimize the service experience to form a differentiated competitive advantage,and strive for more markets Share.How to provide a targeted user experience promotion strategy for online travel value-added products through the study of consumers' behavior under the diversified needs of users and market segmentation is an important and realistic issuein the current online travel market.As the most important revenue segment,the flight business accounted for 58.5%of the market.With the era of low-cost civil aviation,vigorously advocate the development of value-added services,breakthroughs in the inherent mode of service homogeneity to achieve integrated services for the development of flight value-added products provided a basic premise.The Internet and big data provide impetus for the value-added services and the era provides the basic conditions for the implementation of value-added services.In this essay,we propose a conceptual relation model of internal factor of product,perceive value and willingness to use of users and behavior of flight value-added products,and extract the specific dimensions of each variable in business:Perceived value includes functional value,emotional value,and time-consuming effort.Product internal factors include scene location and incentive strategy.Product internal factors and perceived value,willingness are interrelated,affected each other.At the meantime,the user's willingness to use decides the user's behavior.This essay explores the impact of internal factors of flight value-added products in different dimensions on the perceived value,intention to use and the behavior of users through empirical research,and using the methods of descriptive statistical analysis,difference analysis and regression analysis,user interviews to come to the conclusions,and then analyzes and discusses the conclusion.The research found that the location of various types of flight value-added products hassignificant effect on perceived value.Different incentive strategies lead to perceivedavailability,perceived pleasantness or perceived usabilitydissimilarly.From the perceived pleasurable profit,loss prominent role is stronger than the emotional close,while emotional proximity is stronger than the establishment of the expected and repeated emphasis.The building of expectation is stronger than sense of perceived ease and with the higher the perceived value,the higher the user's willingness to use,the higher the user's behavior.Contract to other fields of value-added products about the use willingness of users,the design and delivery of value-added products,this study has higher reference value.At the same time,contract to other enterprises,the promotion of experience of using in the same travel value-added products,the practical suggestions of design improvement is also more meaningful.