The Study Of The Loyalty Of SNS Users

In recent years, SNS(social network sites) has developed rapidly, and the number of users was snowballing. Most SNS offer the similar of games, function,which tends to homogenization.Meanwhile the users will be soon lose their interest of the products of the SNS sites, resulting in lowering users satisfaction.So the development of SNS appeared to meet the problem that how to improve the loyalty of SNS users.The paper expand this research aim to solve the problem, and get the following conclusions finally:First, This study suggests that the mechanism of SNS users loyalty formation is on two ways:on the one hand the users value will be influencing user satisfaction, which affects the loyalty of SNS users,and on the other hand, SNS users will be locked by increase the switching costs, which resulting in increasing the loyalty of SNS users. The user value has contained the functional value, the process value, the social value;Second, the empirical analysis of the paper has proved the SNS user loyalty model through a set of Reasonable and feasible index system, and it can be conclued that:In the overall model, customer satisfaction and user relationship switching cost both have the positive effect to the loyalty of SNS users, and customer satisfaction has included three dimensions:SNS functional value, process value, social value of the positive impact of customer satisfaction, and the extent of importance of the there customer values is:social value> functional value>process value, which may be due to during the early development of SNS, the user always select SNS which inclued the largest number of their friends, and additionally social networking sites must meet the basic functions.Finally it comes to process value.Third, according to empirical results, the paper proposed 1, focus on website visibility, access to the user a good impression; 2, precise positioning, from the point and surface, precision marketing, to meet the users; 3, improving the basic functions of site, continuous innovation to maintain services; 4, emphasis on enhancing the value of customer relationships and building the core competitiveness of SNS site the four-point proposal.