Research On Influence Factors Of Microblog Users’ Loyalty

With the rapid development of microblog, microblog platform has become a main channel for people to accept information, report and participate society, it is playing more and more influence and impact in the Chinese society. However, Chinese microblog has showed anemic growth about number of users, the users’activity is not high yet. Although sina microblog has realized micro-profit at the end of2013, but overall profitability of Chinese microblog service providers is still not obvious at present, their important task is still winning over the users and attracting users. Only cultivating a certain scale of loyal users, they can be in the invincible position in the future competition.This study adopts the method of theoretical and empirical research, on the basis of literature research, building a concept model of influence factors on microblog users’loyalty and putting forward relevant research hypotheses, using predecessors’research results to design research scale, through reliability analysis and validity analysis of small sample pilot investigation questionnaire, screening question of questionnaire scale and forming the formal questionnaire. Using AMOS20.0software constructs structural equation model to analyze the influence factors of microblog users’loyalty, and validate the corresponding hypothesis, the main conclusions are as follows:(1) The single factor’s influence on microblog users’loyaltyThrough the empirical study of single factor’s influence on microblog users’loyalty, finding that trust, switching costs, satisfaction, substitute attractiveness, information value, emotional value and belonging value have a direct effect on microblog users’loyalty. Satisfaction is the largest directly influence on microblog users’loyalty, and information value is the minimum directly effect on microblog users’loyalty.(2) Model empirical conclusion under no considering microblog users’ lifecycle stageUnder the condition of no considering microblog users’lifecycle stage, through empirical analysis on the model, results show that some factors have a direct significant influence on microbiog users’ loyalty, respectively is social value, information value, satisfaction, trust and switching cost, these factors have positive significant impact on microblog users’loyalty.(3) Model empirical conclusion under considering microblog users’lifecycle stageConsidering observation stage, growth stage and stabilization stage of microblog users’lifecycle, respectively running model of influence factors on microblog users’loyalty in AMOS20.0, results show that social value, information value, satisfaction, switching costs and substitute attractiveness have direct significant influence on microblog users’loyalty in observation stage of users’lifecycle, social value, information value, satisfaction and switching costs have a positive effect on microblog users’ loyalty, substitute attractiveness has a negative effect on microblog users’loyalty.When a microblog user is in the growth stage of lifecycle, trust, satisfaction, switching costs and belonging value have a direct effect on microblog users’loyalty, and these factors have a positive influence on microblog users’loyalty. When a microblog user is in the stabilization stage of lifecycle, satisfaction, switching costs and substitute attractiveness have a direct effect on microblog users’ loyalty, satisfaction and switching costs have a positive impact on microblog users’ loyalty, substitute attractiveness has a negative effect on microblog users’ loyalty.