An Empirical Study On The Influencing Factors Of WeChat Users' Loyalty

We Chat, as the hottest social platform at the moment, has developed for five years, which has grown from the initial ordinary social communication tools to a platform connecting people and people, people and services, people and business. According to data so far, We Chat has nearly 700 million registered users, in which 650 million are active users. Once upon a time, Blog, social networks, social networking platforms such as icroblog had also popular with users.Compared with the old social applications, We Chat also inevitably faces the same problem, although It develops impressively. The first question is that the number of users growth speeds slowly; Second, there will be a registered user loss phenomenon for the application of new social launch and We Chat own existence question. Again, We Chat also could face a recession follow ing the rules of the product life cycle. Therefore, It's quite important for We Chat operators to keep We Chat users, cultivate and improve We Chat customer loyalty.According to the theory of customer loyalty, customer value, satisfaction and switching costs are the important factors that influence the customer loyalty. In the empirical study, not only the customer loyalty model is also applicable to We Chat customer loyalty, but also the customer value, satisfaction and switching costs have significant positive impact on the loyalty of We Chat users. Among them, the impact of social value, social transformation costs and customer satisfaction is greater than other factors on We Chat customer loyalty.According to the analysis results, the author thinks that the following aspects need to be improved for We Chat operators to cultivate and improve the loyalty o f users. Firstly, upgrade customer value by enhancing user's social value which provides user more senses of the existence and belonging; Secondly, improve the conversion cost by setting switching barriers in society, procedures and financial cost which helps to further lock the user; Thirdly, improve customer satisfaction by building effective interaction mechanism between user and platform upon upgrading customer value and improving the transformation of the cost.