Study On The Influential Factors Of The Online Community Users Loyalty Based On Flow Experience

With the increasing of the Internet, Online Community has become a new trend. It has collected the majority of users by using its excellent advantages. Companies have been attracted by their huge users and they want to combine Online Community with the electronic business. Then both of them become the winners. But some famous websites are facing the problem of users’loss which restricts the development of the online community. Therefore, we make deep research about the online community users loyalty to give some good suggestion to the website operating businesses. This will help them to leave the users and enhance the level of users loyalty.This article reviewed the related literature, on the theoretical basis of flow theory, the main draw on Jackson and Marsh proposed models, from the new perspective of psychology, analysis how the flow affect the users loyalty. The article regarded the nine factors of the flow as antecedent variables, the consumers continuance intention as the intermediate variable, users loyalty as dependent variable to make the model of the online community users loyalty. After collected data by using questionnaires, the author used statistical software of SPSS13to analysis the collected data reliability and validity, then used the software of AMOS17and method of SEM to make and modify the model, then test the hypothesis. In the end, the paper have made the conclusions (1)The antecedent conditions of flow positively correlated with consumers continuance intention;(2)The experience of flow positively correlated with consumers continuance intention;(3) The consequences of flow experience positively correlated with consumers continuance intention;(4) The consumers continuance intention has a positive influence on the users loyalty.