A Research On The Influence Factors Of Virtual Community Users Loyalty

With the development of information and network technology, the number of virtual communities is increasing, constant innovation in form also. Virtual community as a new way of communication, work and shopping, has more and more significant impact on traditional communities for everyone. For the operators of virtual communities, virtual communities can make sustainable development continue to attract and retain members to participate in virtual communities, which is necessary to increase user stickiness, which requires understanding of virtual community loyalty major impact factors in order to better meet customer needs improvement, access to competitive and commercial value.This paper reviewed the related literature, on the theoretical basis of social capital, the main draw on Hsiu-Fen Lin (2008) proposed critical success factors of virtual communities to create theoretical models models, used empirical research methods, from the perspective of a whole system of systems and social factors as antecedent variables affect the impact of the role of customer loyalty, at the same time, regarded satisfaction and sense of belonging as intermediate variables, did the hypothesis test and analysis. After collected data through methords of questionnaires, respectively, the outhor used statistical software of SPSS and AMOS to analysis the collected amount of table data of 215, with the methods of exploratory factor analysis and confirmatory factor analysis to determine the questionnaire's reliability and validity. Then used software of AMOS statistical and the methord of structural equation modeling (SEM) method to modify the model and did the hypothesis test. Through statistical analysis, have been achieved the following conclusions:(1) System factors positively correlated with user satisfaction, and thus to promote customer loyalty;(2) Factors related to social factors (networking, center, trust, identity, knowledge sharing degree and sharing of language), in addition to reciprocity and shared vision, are on the user's sense of belonging outside the positive influence;(3)Satisfaction has a positive impact on the sense of belonging, and both of them positively impact customer loyalty.