The Study On The Relationship Between Negative Network Public Opinion And Passenger Repurchase Intention Under The Situation Of Flight Delays

The flight delays in China has become increasing serious,which has caused great impact on the airlines and their customers,in serious cases,it will even endanger the social stability,for example the mass emergency due to handling improperly after a delay occurs.The flight delays will not only wastes transportation resources,but also affects the travelers' travel plans.As a result,passenger dissatisfaction and complaint rate increase,more and more passenger dissatisfaction and distrust damage seriously the airlines corporate image and brand reputation,and thus affect passenger loyalty.That is,the passenger repurchase intention is reduced,resulting in airlines' benefit reduction.At present,the new media represented by the Internet has become a social force of public opinion cannot be ignored in tne society.The instant communication tools and the new social tools such as Sina micro-blog and Wechat that are used widely on mobile Internet allow users to pay attention to the latest news at any times and places,to release and to spread their own words quickly.The timeliness of information dissemination,the amount of information and dissemination way are also a full range of change,which have made it possible and easier to trigger a public opinion upsurge in an instant.The negative public opinion of social media will enlarge or even distrot the flight delays.Therefore,in the Web3.0 age,the development of social media on the internet has further intensified and expanded the possibility and harm of reducing the passengers repurchase intention in the situation of flight delays.This thesis mainly studied the relationship between negative network public opinion and the airline passengers' repurchase intention under the situation of the flight delays.The relationship between negative network public opinion and repurchase intention is mainly reflected in two aspects: on the one hand,the negative public opinion content reflects the influencing factors of repurchase intention;on the other hand,the negative network public opinion itself affects the passengers' repurchase intention.Therefore,the main contents of this thesis were also divided into two parts.The first part,mining the factors influencing passengers' repurchase intention based on analyzing the negative network public opinion content,namely mining the negative network public opinion information of topic "flight delays" and "These things happened under the flight delays" on sina micro-blog by comprehensively using netnography and grounded theory,and trying to extract the key factors influence the passengers' repurchase intention after the flight delays occurs;the second part,exploring the impact of negative network public opinion on the passengers' repurchase intention based on the characteristics of the negative network opinion disseminators and the receivers,ie,building a influence model with the professional of the negative network public opinion disseminators and the involvement of negative public opinion network receivers as independent variables,with perceived usefulness and perceived risk as intermediary variables,with the passenger types as intermediary variable,and with repurchase intention as the dependent variable.The model was built to analyze the relationship between the flight delays,negative network public opinion and passengers' repurchase intention,and to explore the moderating role of passenger types in their relationship.The hypothesis were verified by experiment method which selected domestic routes as a stimulus.This thesis drew the following conclusions:(1)from the point of view of negative network public opinion content,after the flight delays occur,the service quality perception of airline,the attraction of substitutes and the passenger cost affect the customer satisfaction and repurchase intention;(2)from the point of view of the subject of public opinion,the professional of the negative network public opinion disseminators and the involvement of negative public opinion network receivers have influence on the passengers' repurchase intention through the perceived usefulness and perceived risk;(3)passenger types plays a moderating role on the relationship between the negative network public opinion and repurchase intention,the negative network public opinion had a higher influence on leisure travelers' repurchase intention than business travelers.Based on the research conclusions,the article proposed several management suggestions to airlines,hoping to provide reference for airlines' public opinion management,flight delays management and customer relationship management.