Research On Micro-blog User Loyalty Based On Structural Equation Model

With the increasing number of Weibo users and the continuous updating and development of Weibo products,Weibo has played an increasingly important role in the society.Although the number of Chinese Weibo users has been increasing in recent years,but in foreign countries,Twitter has lost 167 million users in 2016.Apart from Sina Weibo,several other microblogs such as Tencent Weibo and NetEase Weibo have almost no activity.Although the number of new Sina Weibo users was very impressive in 2017,28%of users were still lost.As there are more and more online virtual communities,there are more and more product can substitute Weibo,and now Weibo are severely homogenized and fiercely competitive.Therefore,it is only by cultivating loyal users of their own products that they will gain an advantage in the future competition.This thesis firstly constructs a conceptual model of microblog user loyalty influencing factors through a combination of theoretical and empirical methods.The research scale was designed based on the results of previous studies.After the analysis of reliability and validity,the final formal questionnaire was formed.AMOS software is used to construct the structural equation model to analyze the influencing factors of microblog user loyalty,and verify the corresponding hypothesis.The microblog user loyalty model is determined,and the potential loss users and active users are calculated through the factors in the model.The weights of the factors,and comparative analysis and research,to find the most important impact factor of the potential loss of users,and draw the following conclusions:(1)The factors affecting customer loyalty are different in different areas,but overall,there are mainly satisfaction,perceived value,and conversion costs,and these factors also apply in the microblog environment.(2)The perceived value is divided into three dimensions:emotional value,social value and information value,and they play a significant positive influence on the loyalty of Weibo users.(3)Switching costs have a positive impact on Weibo user loyalty.(4)satisfaction have a positive impact on Weibo user loyalty.(5)The value of information has a crucial influence on the potential loss of users.In the end,this paper proposes suggestions for the retention of lost users based on the influence factors of Weibo's loyalty and the significant features and significant influence factors of potential users.