Research On The Influence Of Airline Public Opinions On Passenger Purchase Behavior From The Perspective Of Brand Attitude

The development of the Internet has brought about great changes in the way of communication and information dissemination,and the convenience and timeliness of communication have been greatly improved.Massive amounts of information are scattered on the Internet for people to view and discuss at any time.Although the management of online public opinion has entered the vision of corporate management,there is a lack of research on the follow-up influence mechanism of airlines’ online public opinion and whether it affects the choice of passengers.Based on the comprehensive analysis of the status quo of airlines’ online public opinion,this article constructs a model of the relationship between airlines’ online public opinion and passenger purchase behavior,and studies the relationship between airlines’ online public opinion and the adjustment of brand attitudes and consumer involvement.The influence mechanism of buying behavior.And adopt the questionnaire survey method to collect data,through the data analysis and model testing of the questionnaire,draw relevant conclusions,and provide countermeasures for the airline’s online public opinion management.Influenced by the internal and external environment,airlines are facing a crisis of online public opinion,and they have the characteristics of fast transmission,secondary attention,large social impact,short outbreak time,frequent incidents,high attention,and repeated occurrence of similar incidents.The spread of public opinion is regular,and the popularity of the event is different.The subject of the event,the field involved and the ability of each subject to respond are different.Although various airlines have established corresponding management agencies and handling mechanisms,there are still problems that various departments have insufficient awareness of public opinion and insufficient awareness of social public influence.Based on model construction and data analysis,this article draws the following conclusions: The positive and negative effects of airline online public opinion will have corresponding positive and negative effects on brand attitudes;At the same time,brand attitudes have significant influence on passenger purchasing behavior;Attitude plays a complete intermediary role in the relationship between airlines’ online public opinion and passenger purchase behavior;Consumer involvement will adjust the influence of brand attitude on passenger purchase behavior,and consumers with high involvement tend to be more rational.Based on the above analysis,this article proposes corresponding strategies for airlines’ internal public opinion management from five aspects: conceptual culture,resource mobilization,professional management,media orientation,and rewards and punishments.The airline’s external response should propose corresponding strategies.