The Research On The Influencing Factors Of OTA User Satisfaction

Tourism has become an important part of the tertiary industry,and penetrated into all aspects of residents’ life,greatly improving the happiness of residents’ life.With the rapid development of Internet technology,modern technology has reshaped the form of the tourism industry,online tourism services have fully penetrated into the behavior of tourists.The advantage of online tourism service is that it can significantly improve the user experience.Therefore,user satisfaction has become an important measure of online tourism service enterprises.With the large-scale growth of the number of tourism enterprises,the competition is becoming more and more fierce.Customer satisfaction further determines the competitiveness and development prospects of tourism service enterprises.This paper selects Ctrip,the largest online travel service provider in China,as a case study.Firstly,it analyzes the development characteristics of Ota industry,and introduces the basic situation and business development of Ctrip.Secondly,through the combination of offline questionnaire survey and online questionnaire survey,this paper collects first-hand information and data,uses descriptive statistical analysis method to study the demographic attributes and behavior characteristics of "Ctrip"users;at the same time,based on customer perception theory and multi-dimensional satisfaction theory,this paper constructs the influence model of "Ctrip" platform user satisfaction,and uses structural equation model to analyze Through empirical research,we get the main influencing factors of customer satisfaction of "Ctrip" platform and its influence on customer satisfaction.Then,according to the research results,the following conclusions are drawn:(1)The quality of businesses,mobile app experience and user service are more important and well recognized by users.The importance and satisfaction of community construction quality and website design experience are relatively low.Information search experience is more important but lags behind user expectations;(2)the quality of the platform merchants significantly affects the user satisfaction,there is a positive correlation between the user’s perception of the mobile app client design experience and the user satisfaction,the convenience of platform information push and retrieval is the content that users pay more attention to and directly affects the user satisfaction,and the service of the platform to users has a positive impact on the user satisfaction;(3)But it can not prove that community construction and website design will have an impact on user satisfaction.Finally,based on the research conclusions,suggestions are put forward from two aspects:one is to focus on the key influencing factors,the other is to further improve the supporting management of satisfaction,so as to improve user satisfaction and maintain user loyalty.This study not only expands the research content and system of customer satisfaction,but also has positive significance to enhance the sense of tourists’experience and promote the development of China’s online tourism industry.