社会化网络服务(SNS)用户忠诚度研究综述

Review of Users' Loyalty Research in Social Network Service

如何培育SNS用户的忠诚度是学术界和服务供应商共同关注的问题,检索EBSCOhost、Web of Science、ABI/INFORM和Science Direct这四大数据库,结合Jill Griffin提出的忠诚度概念矩阵,构建了一个二维的SNS用户忠诚度分析框架,两个维度分别为:忠诚度层次和理论视角。本文在虚假忠诚和理想忠诚两个层面展开,从技术和用户两个视角入手分析有关SNS用户忠诚度的研究,发现学者们主要使用的理论有期望确认理论和价值理论等。最后,指出理论研究尚未完善的地方以及进一步研究的发展方向。

How to cultivate SNS users＇ loyalty has become a common concern of academia and service suppliers. This paper searched four databases of EBSSCOhost, Web of Science, ABI/INFORM and Science Direct, then constructed a two-dimensional analysis framework of SNS users ＇ loyalty by combining the concept matrix of loyalty put forward by Jill Griffin, with loyalty level and theoretical perspective as the two dimensions. Based on two loyalty levels named spurious loyalty and ideal loyalty, the paper clarified researches on SNS users＇ loyalty in two perspectives： technology perspective and user perspective respectively. It was found that the main theories used by scholars were Expectation Confu＇mation Theory and Value Theory, etc. Finally, the development direction for further theoretical research was pointed out.