초록 열기/닫기 버튼
OTA(online travel agency) platforms provide people with great convenience for their traveling. However, despite the increasingly perfected platforms, there still exist many problems when consumers are using the platforms to deal with booking work. The problems come from the uncertainty of unchecked information flushing onto the Internet. Therefore, it is of great importance for the OTA platforms to provide consumers with accurate and useful information, as well as necessary help in consumers’ purchase, in order to reduce users’ negative feelings and impressions on the platforms. This study explores the effect of Perceived Affordance on the purchasing behaviors of users with different consumption habits and on the after-purchase reviews and comments on the platforms. After researching on previous studies, this study classifies Perceived Affordance into explicit affordance and hidden affordance. The samples in this study, which are from an OTA platform, Ctrip, are categorized according to previously mentioned classification. This study conducted a questionnaire survey on the consumers who have ever used Ctrip to book hotels. The results show that both explicit and hidden affordance have significant impact on both impulsive and scheduled purchase, and hence lead to positive effect on whether satisfaction or regret after purchasing. On this basis, the results of this study offer academic and realistic inspiration to OTA platforms including Ctrip.
