A Study And Application Of The Loyalty Of Social Network Site Users

According to the rapid development of Internet,how to develop the SNS website customer loyalty,improve user stickiness has become the common concern of academia and business service issues.In this paper,through the analysis of the characteristics and properties of the user SNS of the site itself,and after combing and summarizing the research results of scholars at home and abroad,found that customer value,user experience,trust,conversion cost and customer satisfaction are the key factors influencing customer loyalty.In this paper,the customer value is divided into functional value,emotional value and social value.The user experiences is divided into educational experience,sexual experience,entertainment experience and aesthetic experience.Conversion cost is divided into empirical conversion cost,psychological conversion cost,relational conversion cost and financial conversion cost.Customer loyalty is divided for the attitude loyalty and behavior loyalty.I constructs the SNS customer loyalty model,and puts forward some assumptions of the model.And then design of the questionnaire for e ope-rationalization of the variables in the model.Though reliability analysis,validity analysis,correlation analysis and regression analysis to empirical analysis of the model.The Conclusions: the functional value,emotional value,social value are positive effect on loyalty of SNS users,and impact strength from big to small in turn to the social value,functional value,emotional value;educational experience,sexual experience and entertainment experience are positive effect on loyalty of SNS users,and the aesthetic experience only positive effects on the attitude loyalty of SNS users;empirical conversion cost,psychological conversion cost and financial conversion costs are positive effect on loyalty of SNS users,and the relational conversion cost effect on the SNS users' loyalty is not obvious;the customer satisfaction is positively related to the customer value,the user experience and loyalty,and customer satisfaction not only is the intermediary variable of customer value and user loyalty,but also the intermediary variable of the user experience and loyalty;trust is the intermediary variable of customer satisfaction and loyalty.At the final,according the conclusions,I provide some strategies and suggestions for the "xue3721" website operation.