Study On The Spreading Effect Of "Changsha House WeChat 25 Group" And Member Loyalty

Based on the complexity of the current purchase behavior and the information inequality,the “Changsha House WeChat Group”,which meets the needs of group members for real estate information,came into being.Group members join the “visiting group” for information and emotional needs.According to the differences in the demand for group members,the members of the group are divided into groups that are just in need of purchase,groups that improve purchases,and groups that purchase;Rich in information,it can be divided into five categories: opening information,real estate recommendation,housing qualification discussion,property market policy discussion and other non-real estate related information.Different types of group members have different needs in purchasing houses.Different dissemination information within the group affects the group members' perception of the value of the disseminated information,and ultimately acts on the dissemination effect of the group information.This effect is mainly reflected in the change in the preference of members purchasing houses.In order to enhance the communication effect,it is necessary to improve the quality and pertinence of group content on the basis of considering individual differences.Loyalty is the emotional stickiness of the group members derived from the achievement of the communication effect,reflecting the willingness of the group members to continue to use the group.Studies have shown that the loyalty of members of the “Changsha House WeChat Group 25” group is related to their group attributes.The group function is single,the interaction of members in the group is insufficient,the extension of the online relationship to the offline relationship is limited,and the emotional connection between the members is weak,which reflects the problems of such communities in the continuous operation.In terms of platform construction,it is necessary to improve the function construction,and strive to build a user communication platform;build a trust mechanism in the internal atmosphere of the community,and play the role of opinion leaders;in the individual differences of group members,it is necessary to accurately locate the member circles and highlight the members themselves.the value of.