微博用户忠诚度的影响机制分析

Research on Influence Mechanism of Microblog Users' Loyalty

以提升微博用户忠诚度为目标,针对以往研究中对微博特性忽视的问题,从信息系统和社会心理学视角构建了用户忠诚度的影响路径。实证分析了沉浸体验、感知价值、满意度、社会影响与忠诚度之间的路径关系。研究发现,用户的感知享乐价值和沉浸体验均显著影响满意度和忠诚度,社会影响对微博用户忠诚度也有着实质的影响。最后,讨论了研究结果和对微博运营商的启示。

This study explored the effects of microblog users＇ loyalty. Firstly, the paper proposed a theoretical model of microblog users＇ loyalty based on previous related literature, which comprising of flow experience, perceived value and social in- fluence. Then the data from 215 microblog users were collected and empirically analyzed using factor analysis and structural equa- tion modeling method. The results indicated that perceived utilitarian value and flow experience have positive effects on users＇ sat- isfaction and loyalty. User loyalty, in term, was influenced by social influence. Finally, discussion of research findings and im- plications for micreblog providers were provided.