Research Of Relationship Between IWOM And Micro-blog User Loyalty

With the rapid development of the Internet in recent years and an endless stream of various types of social networking sites on the network, as a real-time communication social media, Micro-blog generally favored by public users. Businesses are beginning to realize the commercial value of micro-blogging, Therefore, the micro-blogging marketing has gradually become the focus of attention of the businesses. However, the development of micro-blog has entered a more mature stage, highlights a lot of the problems. The micro-blogging users gradually stable growth and active as the old. At the same time, all kinds of micro-blog portal competition intensified, the micro-blogging users is facing switching costs getting lower and lower. In order to achieve the commercial value of micro-blogging marketing, how to keep active and loyal users has become a key issue. Therefore, to maintain micro-blogging customer loyalty demonstrated very important significance of the times.In this paper, includes the study of the relevant literature at home and abroad, comprehensive finishing on, micro-blogging theory, the theory of IWOM,user value and loyalty theory. Builds a micro-blogging environment, IWOM, customer value, impact on customer loyalty model and puts forward the hypothesis of this study. Through empirical research methods, questionnaire survey, descriptive analysis of the questionnaire data received, the reliability and validity analysis, correlation analysis,We have the final verification of the effects of various factors on the micro-blog user loyalty. The conclusions as following.(1) In the micro-blogging art, the added IWOM variable can be applied to the model of traditional network loyalty, The main variables include IWOM,user value, satisfaction, switching costs, these variables have a certain influence on user loyalty micro-blogging environment.(2) The perceived value of micro-blogging users have positive effect on customer loyalty by the satisfaction, on the other hand, have direct positive impact on customer loyalty.(3) Micro-blog user satisfaction have positive effect on customer loyalty(4) Micro-blogging users converted into procedural switching costs and relational switching costs, both have positive effect on customer loyalty(5) Micro-blogging users IWOM divided into the number of IWOM and reputation scores, both of them have the positive effect on customer loyalty by the user perceived value, and have direct positive effect on customer loyalty Theory and Analysis Summary of the above, We can find that this paper studies of network reputation in the field of micro-blog user loyalty, Through the establishment of a good reputation of the network, thus strengthening the micro-blog user loyalty, And, ultimately, to be applied in a realistic environment, the micro blogging site can has a certain significance.