Research On Influencing Factors Of User Loyalty In Mobile Social Application Based On User Perceived Value

The mobile social application industry has entered a deep development period and the market products emerge in an endless stream with various types of products mixed.The mobile social market is undergoing unprecedented competition.Under this background,users’ loyalty of the company is crucial.Therefore,based on the theory of perceived value of users,the paper explores the influencing factors of user loyalty in mobile social applications and explores targeted solutions and suggestions for enterprises through empirical research.First of all,this paper describes the theory of user perceived value,the theory of user satisfaction and the theory of user loyalty.Through combining and summarizing the content of the theory of perceived value of users,the combination of mobile social applications with the research object determines the research variables of this article.Based on the customer satisfaction theory model and user loyalty theory model,I established a mobile social application user loyalty theoretical model and related assumptions model.This paper uses empirical research methods to test the hypothesis of the establishment of the hypothesis,and then to obtain the relationship between the independent variables,the intermediary variables and the dependent variables.The specific research method is to use questionnaires to survey the user to obtain the original data.After screening the data,the statistical method is used for analysis.The previous hypothesis is verified,and the following conclusions are obtained:functional perception,hardware level perception,social value,perceived costs,perceived technology risks,and perceived economic risks have an impact on satisfaction and loyalty;Corporate image,privacy risk perception and legal risk perception have no effect;User satisfaction plays a mediating role in the influence of mobile social application variables on user loyalty.In view of the above conclusions,I put forward specific and feasible countermeasures from the five aspects:enriching mobile social application functions,improving social value,strengthening hardware level perception,lowering perceived costs and reducing perceived risk...