Research On The Impact Of Mobile Channel On Consumption Behavior Of Civil Aviation Passengers

The wave of mobile Internet(Internet + APP)has impacted all walks of life.The biggest impact is the subversion of people’s traditional ideas and outdated thinking,forcing companies to use mobile Internet thinking to think about the development of the industry.Under the impact of mobile Internet,the civil aviation industry has also introduced mobile Internet technology,adding a new sales channel of mobile APP.How do passengers choose between the new channel and the old channel(PC)(is there a substitution effect between channels)? And the impact of the new channel(APP)references on civil aviation passenger hedonic and pragmatic behavior.It is mainly reflected in the number of value-added services purchased and the sense of urgency of ticket purchase.These are worth studying and discussing.This article takes passengers of a civil aviation enterprise as the research object and uses a large amount of real passenger consumption data obtained from a civil aviation enterprise.This paper uses the method of PSM to solve the problems of selfselection and endogeneity.From an empirical point of view,this paper uses the method of DID to study the channel selection behavior of civil aviation passengers(the relationship between the PC channel and the mobile channel)and the impact on the hedonic and pragmatic behavior of civil aviation passengers after using the mobile channel.This paper has obtained the following research results.This paper makes an empirical study on the channel selection behavior of civil aviation passengers after the introduction of the mobile channel.After using the mobile channel,the ticket frequency of civil aviation passengers on the PC chanel decreased significantly while the total ticket frequency of the mobile channel and PC channel increased significantly.This indicates that the mobile channel of the civil aviation industry has a significant substitution effect on the PC channel.Through a natural experiment,the purchase quantity of value-added services before and after the introduction of mobile channels is cause-and-effect inferred based on the method of DID.It was found that the average purchase volume of value-added services increased significantly after travelers used the mobile channel.This indicates that the introduction of the mobile channel significantly stimulates the hedonistic consumption behavior of travelers.Through a natural experiment,a causal inference based on the method of DID is carried out for the time urgency of ticket purchase before and after the introduction of the mobile channel.It was found that the average number of days for passengers to buy tickets in advance was significantly shortened after using the mobile channel.This suggests that the introduction of the mobile channel will also reduce the time urgency of airline passengers to buy tickets.The sense of time urgency is a manifestation of pragmatism,which means that the introduction of the mobile channel significantly reduces the pragmatic consumption behavior of travelers.The research results can help researchers better understand the impact of consumer channel selection,the relationship between multiple channels and the opening of new channel(APP)on consumer hedonic and pragmatic behavior.For civil aviation companies,merchants should realize the importance of developing and promoting their own mobile terminal and building a comprehensive sales channel system.It can also help civil aviation companies better formulate marketing activities based on passenger channel consumption data,conduct precise marketing,and save corporate costs.