A Study On Users’ Loyalty Of User-generated Content Mobile Application

The rapid adoption of smart phones or tablet computers,and the coverage of 3G network provides the infrastructure and network conditions for the development of mobile Internet.In the age of mobile Internet, mobile applications are the most important style which information is organized. Competition among Internet businesses is essentially a user snatching war, in order to stabilize market share, in addition to constantly strive for new enterprise users, more important is to develop users’ loyalty. Currently, the mobile application homogenization is of serious competition, user retention rate is generally low, while domestic studies on users’ loyalty of User-generated content mobile Application are relatively rare. Therefore, this article attempts to study the factors affecting users’ loyalty of User-generated content mobile Application, to explore the relationship among the factors, and the problems should be noted in the process of operation, and to solve the problem of low user retention.The research object of this study is the factors affecting User-generated content mobile Application users’ loyalty.Based on the literature review of loyal user loyalty,we know that,the main main driving factors of user loyalty are User Satisfaction, Perceived Value, Switching Costs, etc. And further,we sort the Satisfaction Theory, Theory of Perceived Value and Conversion cost theory.In this paper, the perceived value is attributed to the value of user experience,and divided into four dimensions of functional experience value, performance experience value, visual experience value and entertainment experience value. Conversion costs are divided into two dimensions of program switching costs and relationship switching costs combining the features of User-generated content mobile Application.On this basis,we propose the hypothesis among user satisfaction, user loyalty (behavioral loyalty, emotional loyalty), switching costs (program switching costs, relationship switching costs), user experience (functional experience, performance experience, visual experience, entertainment experience) according to previous studies, and eventually build the research model of this study.We carried out the reliability analysis and confirmatory factor analysis of collected 222 valid questionnaires with Amos20.0 and SPSS18.0,and analyzed the factors affecting User-generated content mobile Application users’ loyalty based on the test results.The results show that:(1) Satisfaction has a positive impact on user behavior loyalty and user emotional loyalty;that is,the higher customer satisfaction,the higher user loyalty(user behavior loyalty; user emotional loyalty); (2) The four dimensions of User Experience (functional experience, performance experience, visual experience, entertainment experience),there are three dimensions (performance experience, visual experience, the entertainment experience) have a positive impact on satisfaction;That is,the better user performance experience,visual experience entertainment experience, the higher user satisfaction; (3) The two dimensions of Conversion costs (program switching costs,relationship switching costs), only the relationship switching costs for customer has a significant positive impact on user loyalty (user behavioral loyalty,user emotional loyalty). According to the results of this empirical analysis, we think that Internet businesses can improve customer satisfaction and loyalty from the following aspects:(1) Improve the basic functions of the product. The three-factor theory of customer satisfaction expresses that the basic function of product is the basic factor, although its implementation does not cause customer satisfaction, but it will lead to user complaints when it is not realized. Therefore, in order to avoid the fate of unloading of the box,we must ensure that the integrity of the basic functions of the product. (2) Improve product performance, to avoid the technical errors and rules errors,and to reduce the probability of knowledge error.Rules of human-computer interaction process often happen rules error, technical errors and knowledge errors; Among them, the rule errors caused by the wrong rules which is formulated by the product manager; technical errors caused by the actual execution order of product does not match the logical order of execution; knowledge errors is derived from the user who are lack of knowledge. The avoiding of rule errors and technical errors need the work together of product managers and product developers; probability of knowledge error can be reduce by providing users with detailed instructions as icons or text. (3) The micro-innovation of product. The three-factor theory of customer satisfaction expresses that excitement factor will greatly improve users’ satisfaction, excitement factor embodied in the micro-innovations. In today’s product homogeneity, a small improvement in product function may enable users get a better experience. Therefore, product designers should focus on micro innovative of mobile applications. (4) Focusing on the operations of relationship.The real interactive and contact develops users’ trust and loyalty. Therefore, in the process of product operating, the maintain of the relationships among users,the relationship between users and products should be focused.The relationship among user groups can improve through the product function (nearby who might know people, etc.) which is more dependent on the user’s personal social skills and participation, Product operations should guide users to participate in interactive, for example:invite prizes, gifts for rebates and other activities. The relationship between the user and the products mainly through customer relationship management tools, such as:WeChat. In addition, the achievement system extended user’s residence time in the non-game applications. Therefore, the product operations personnel should establish a reasonable subscriber growth mechanisms and other a variety of means to strengthen interaction between users, and to improve user loyalty.