微博用户忠诚度的影响机制分析

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。

Research on Influence Mechanism of Microblog Users' Loyalty

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 influence.Then the data from 215 microblog users were collected and empirically analyzed using factor analysis and structural equation modeling method.The results indicated that perceived utilitarian value and flow experience have positive effects on users' satisfaction and loyalty.User loyalty,in term,was influenced by social influence.Finally,discussion of research findings and implications for microblog providers were provided.