With the rapid development of online travel platforms, improving the usability of mobile flight booking interfaces has become increasingly important. This study investigates user behavior during the flight booking process based on an eye-tracking experiment. Taking the Qunar mobile application as the research object, a simulated flight booking task was conducted on 20 participants. Eye-tracking data and operation paths were collected to analyze users’ behavioral characteristics during different stages. The results show that users mainly perform information searching and comparison behaviors during the browsing stage, frequently switching between flight lists, filtering functions, and flight details. During the booking stage, users mainly focus on information verification, including passenger information, discount information, additional services, and payment amounts. The comparison between operation paths and eye-tracking paths indicates that users often conduct visual confirmation before performing operations. Based on these findings, this study suggests optimizing flight information presentation and functional layout, as well as improving cost information transparency. The results provide practical implications for enhancing the usability and user experience of online travel platform interfaces.

Zhang Ruochen, Sun Junhua. User Behavior Analysis of Online Flight Booking Interfaces Based on Eye-Tracking Experiments: Evidence from Qunar App. Academic Journal of Business & Management (2026), Vol. 8, Issue 7: 13-18. https://doi.org/10.25236/AJBM.2026.080703.

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