Research on the Influence of Airline Service Factors on Purchase Intention: Based on Emotional Perspective

Based on the perspective of consumer emotion, with the help of eye tracking technology, research the flight airfare, punctuality, and other consumer evaluation these three factors on consumer purchase intention. Questionnaire results show that the airfare, punctuality, and other consumer evaluation these three factors have positive effects on consumers' purchase intention and consumer emotion. Eye movement results show: (1) consumers pay most attention to airfare in the three factors, the second is punctuality, the last one is other customers' evaluation, (2) the pupil data showed that three factors have a positive effect on the pupil diameter size. The results of questionnaire and eye movement were verified. These conclusions provide new ideas for airlines and their agencies to improve their management and operation.