The Empirical Research On Users’ Loyalty Of Mobile Social Network Service

With the development of mobile communication technology and Internet technology becoming fusion, mobile social network service (MSNS) is emerging, which is a mobile Internet service model, people pay more and more attention and expectations, but the survey data in CNNIC indicate that, although MSNS has great potential, but compared with mobile phone services, user acceptance and loyalty is low, the service provider has not yet mastered deep potential demand of users. Therefore, it is necessary to understand the MSNS operator to improve user loyalty way, in order to better retain users. The main purpose of this study is to find out the factors influencing the loyalty of MSNS user, and to provide some suggestions for MSNS operators, has important theoretical and practical significance.This article from the MSNS theories, combing the relevant research literature at home and abroad, considering the utilitarian value, hedonic value, perceived value and user satisfaction factors influence on user loyalty, especially based on MSNS is a kind of special social networks, with mobility, socialization and social entertainment features, its core is the friends and interaction, the flow experience and interpersonal interaction, build user loyalty conceptual model in MSNS context、In this paper, through a questionnaire survey to collect data, the reliability and validity of the analysis, to assess the quality of data, using structural equation modeling method, to test the conceptual model, the main research results are listed as follows:(1) The applicability of network user loyalty model of MSNS user loyalty. The user loyalty in every field of influencing factors in different emphasis, however, is mainly with perceived value, satisfaction, and these factors are also applicable in MSNS context.(2) Perceived utilitarian value and perceived hedonic value have positive effect to the flow experience in MSNS, and the effect of perceived hedonic value to the flow experience is more significant than that from the perceived utilitarian value to user satisfaction.(3) Interpersonal interaction has significant positive impact on the flow experience, which means that the higher level of interactive communication and intimacy between users, the deeper level of the flow experience of user in MSNS.(4) Perceived utilitarian value and perceived hedonic value on the MSNS user satisfaction has significant positive impact. And the impact of perceived utilitarian value in the context of an MSNS value for user satisfaction influence than hedonic value on user satisfaction significantly.(5) Flow experience has a significant positive effect on user satisfaction, has a significant positive effect on user behavior loyalty, namely user flow experience more deeply, the degree of satisfaction to MSNS is higher, the MSNS will continue to use and recommend action.(6) User satisfaction has significant effect to the users’ behavior loyalty and affective loyalty in MSNS. From this perspective, if the users who have more satisfaction to the MSNS will continue to use the MSNS and recommend it to the other friends, and show a positive attitude, a strong affective attachment and preferences to the MSNS. The study also shows that user satisfaction performs indirect effect in the relationship between perceived utilitarian value, perceived hedonic value and the loyalty of MSNS users.Through the analysis of the research results of the model, this paper proposed optimization design of MSNS system, improve the performance of Web site navigation to facilitate the users to obtain the required information and social communication, enrich the service functions, MSNS interesting elements to improve the entertainment websites, improving the technical capacity, implementation of online and offline relationships enable interactivity maximum, to provide personalized service to users the best experience, and proceeding from the overall consideration of all aspects of factors affecting the further development, so as to enhance the user viscosity and loyalty to promote MSNS.