社交网站价值感知和社会影响对用户忠诚影响的实证研究  

Empirical Study on the Effects of Perceived Value and Social Influence on User Loyalty for Social Networking Sites

作　　者：顾睿[1] 胡立斌[1] 王刊良[2] 

机构地区：[1]西安交通大学管理学院,西安710049 [2]中国人民大学商学院,北京100872

出　　处：《信息资源管理学报》2013年第1期10-21,共12页Journal of Information Resources Management

基　　金：国家自然科学基金重大项目(70890081);教育部高等学校博士学科点专项科研基金新教师基金课题(20090201120037)成果之一

摘　　要：社交网站以个性化、社会化为优势赢得了大量用户,然而由于各个社交网站之间的激烈竞争,社交网站运营商们面临着用户流失和使用率下降的严重问题,因此如何保持用户对网站的忠诚度,增强网站黏性成为社交网站运营商亟需解决的关键问题。针对这样的背景,从用户感知实用价值和享乐价值,同时考虑社交网站的特点即社会影响的作用,提出社交网站用户忠诚度的概念模型。采用因子分析和结构方程模型的实证方法对收集到的289个在校学生的数据进行分析,研究结果表明,用户的感知实用价值和享乐价值均显著正向影响用户的满意和网站忠诚度,社会影响对用户忠诚也有显著的正向影响作用。最后,讨论了研究结果和对网站运营商的启示,为未来研究提出建议和指导。Social networking service （SNS） has attracted a large number of users because of its ability to provide personalization and socialization. However, SNS providers are facing the critical issue of the de- crease in both user base and usage rate due to severe competition. Hence, it is of paramount importance for SNS providers to keep their websites sticky and to develop user loyalty. This study proposed a research model of SNS user loyalty comprising of perceived utilitarian value, hedonic value, and social influence as the antecedents. Data on 289 SNS users were collected and empirically analyzed using factor analysis and structural equation modeling method. It was found that both perceived utilitarian and hedonic value have sig- nificantly positive impact on user satisfaction and loyalty, and social influence significantly and positively im- pacts user loyalty. Lastly, discussion of research findings and implications for SNS providers, as well as suggestions for future research are provided.

关 键 词：社交网络服务 社交网站 感知价值 社会影响 忠诚 

分 类 号：C934[经济管理—管理学]