Research On The Impact Of User Perceived Value On Satisfaction And Loyalty In Social Question Answering Platform

User satisfaction and loyalty play a very important role in the development of an enterprise or brand.User perceived value can effectively reflect the actual experience of users.Improving user satisfaction and loyalty from the perspective of user perceived value can better meet user needs and increase the user stickiness of the enterprise or brand.However,in the current research field of social Q&A platforms,few studies have explored the impact of user perceived value as a antecedent variable on user satisfaction and loyalty.With the development of Internet information technology,the functions of social Q&A platforms continue to enrich,and the user experience has also greatly changed compared to before.Based on the theories and practices related to social question answering platforms,perceived value,satisfaction,and loyalty,and taking Zhihu platform users as the research object,this article divides user perceived value into four dimensions,namely functional value,emotional value,social value,and perceived cost.On this basis,it constructs an indicator system for evaluating user perceived value,satisfaction,and loyalty suitable for Zhihu platform.Through a questionnaire survey,we learned about the actual experience of current users on the Zhihu platform,analyzed the 493 valid questionnaire data collected,and focused on exploring the relationship and degree of impact between user perceived value,satisfaction,and loyalty through path analysis.The research results show that functional value,emotional value,and social value have a significant positive impact on user satisfaction,while perceived cost has a significant negative impact on user satisfaction.The order of the degree of impact is: functional value>emotional value>perceived cost>social value;Emotional value and social value have a significant positive impact on user loyalty.Although functional value and perceived cost have no significant impact on user loyalty,they both indirectly affect user loyalty through user satisfaction.The order of the degree of impact is: emotional value>social value>functional value>perceived cost.Based on the impact analysis and the evaluation value of each question,targeted suggestions are proposed for the Zhihu platform to further improve information services.