Study For The Influential Factors Of Users’ Repurchase Intention Of Online Travel Companies

Tourism policies introduced successively by the Chinese government reflected their strong willingness to promote the healthy and sustainable development of tourism.From an international point of view domestically, the international tourism keeps continued growth and the tourism in Asia-Pacific region has broad prospect for development> the Chinese tourism market is booming. With the application of big data, the tourism industry is transforming to the smart travel, and strongly drive the online travel to develop rapidly. In addition, with the competition being fiercer and fiercer, the online travel companies should not only attract new users and also retain existing customers.This paper, from the online travel company users’perspective, builds a research model of influence factors of the online travel company repurchase willingness and puts forward hypothesis from five dimensions of website image, perceived quality, perceived value, costumer satisfaction and demographics. And then designs scale and conducts questionnaire survey. Using SPSS22.0 to analyze respondents’basic information, the reliability and validity of the questionnaire survey. Based on this, this paper uses correlation analysis, regression analysis and variance analysis to test hypothesis and finally draw the conclusion, and then gives implications and suggestions. The paper has three parts:the first part includes two parts-Introduction and Literature Review, mainly introduces research background, research significance, research content and method to lay the foundation for the study below. The second part is the body part, which conducts empirical analysis of the influence factors for the online travel company repurchase willingness, including building a research model, raising some hypothesis, choosing variance indicators, writing questionnaire and analyzing data after recycling questionnaire. The third part contains the conclusion, management enlightenment, the innovations and future prospect of the research. The results show that website image has no significant effect on repurchase willingness, while perceived quality, perceived value and customer satisfaction are positively correlated with repurchase willingness. moreover, perceived quality and customer satisfaction can affect repurchase willingness through perceived value totally, perceived quality can affect repurchase willingness through customer satisfaction totally. Furthermore, both the website image and the demographics have no significant impact on repurchase willingness. This paper hereby puts forward some suggestions on how to retain customers and create more repurchase.The research results can not only help online travel companies find the key factors affecting customers’repurchase willingness so as to seek effective measures to expand market share, but also can improve the overall service level of the online travel industry and provide scientific guidance for the development of the online travel.