Study On The Impact Of Airline Service Risk On Purchase Intention

In the whole process of accepting aviation service,all kinds of factors will cause consumers’ perception of risk.For airlines,identifying different types of service risk and studying the impact of service risk on consumers’ purchase intention can improve service quality and enhance competitiveness of airlines more scientifically and effectively.Therefore,this study aims to study the impact of aviation service risk on consumers’ purchase intention.Psychology points out that risk is a multi-dimensional concept,so before studying the impact of aviation service risk on purchase intention,we should first make clear the dimension of aviation service risk,but previous studies did not systematically divide the dimension of aviation service risk.Based on the perspective of "three-dimensional service touch",combined with the characteristics of aviation service industry,this paper developed the aviation service risk measurement scale Factor analysis extracts the dimension of aviation service risk,and studies the impact of aviation service risk on purchase intention through empirical research.The results show that under the perspective of "three-dimensional service contact",aviation service risk includes social psychological risk,time risk,sensory risk and standardized risk,and in the aviation service risk system,the weight of social psychological risk,time risk,sensory risk and standardized risk is reduced in turn;the empirical research on the impact of risk dimension on purchase intention shows that:psychological risk Time risk,sensory risk have significant negative effects on purchase intention,while normalization risk has no significant effect on purchase intention.Since people receive most of the information comes from the vision,a large number of studies have shown that combination of eye movement indices can more objectively represent individual cognitive state,so this study design two eye movement experiment,through the eye movement data analysis combined with the result of the participants self-reported airline service risk influence on purchase intention,colleagues also to traditional deepening and further carried out to verify the results of the questionnaire part.As the traditional questionnaire results show that the normalized risk dimension of airline service risk has no significant influence on purchase intention,no design is carried out in the experimental design.In addition,the social psychological risk dimension has the largest weight,in order to deepen and verify the research results of the questionnaire part.The part of eye movement experiment is as follows.Experiment 1 designs the experiment with the most weighted social psychological risk and time risk,and studies its influence on purchase intention.Experiment 2 is an experimental study on the influence of psychosocial risk and sensory risk on purchase intention.The results show that the different dimensions of aviation service risk have significant impact on consumer sentiment and purchase intention,and the interaction between dimensions is significant,but the interaction between dimensions is not significant;secondly,the different levels of aviation service risk factors have great impact on mood and purchase intention However,the results of eye movement of the factor of seat position in sensory risk were different from the results of self-report,which may be affected by the group characteristics of the subjects and the number of air travel.Finally,based on the research content,research scheme and research results,this paper puts forward practical guidance suggestions for airlines in the process of providing services,and puts forward corresponding suggestions for service quality assessment and risk measurement practice in terms of method diversification.