In the complex and competitive digital economy, a platform’s crisis has far-reaching consequences. This study uses Ctrip’s price discrimination as an example to explore its negative impact on Tongcheng Online Travel Platform from the users’ perspective. Based on Situational Crisis Communication Theory and Accessibility-Diagnosticity theory, the research investigates the relationship between the similarity between the Ctrip platform and the Tongcheng platform and the intention to boycott the Tongcheng platform, with emotional reputation and cognitive reputation as mediating variables. The study also integrates crisis history as a moderating variable. Data from 382 valid survey out of 500 participants, mostly users who frequently use the Tongcheng travel platform, were analyzed. The study demonstrates that the similarity between the Ctrip platform and the Tongcheng platform indirectly affects the intention to boycott the Tongcheng platform through the mediating roles of the Tongcheng platform’s emotional reputation and cognitive reputation, while the crisis history of the Tongcheng platform positively moderates this mediating process.