The Impact Of Virtual Money Application To E-Loyalty

As the rapid development of the network industry, the Internet gradually permeates into the social life and influences the various different fields. As the basic of the network, virtual money, a convenience and effective new mini-payment tool, fast promoted the Internet Application service and virtual economy. It gradually escapes out of the virtual word to the reality life, which arouse the attention of scholars and related regulatory authorities. However, the research of virtual money is relatively rare. This paper is targeted on the virtual money as a major research object to find the relationship between virtual money and E-Loyalty.Based on the documents about the virtual money and E-loyalty, this paper starts with the definition of virtual money and the characteristics of the virtual money. After carefully analyzing the documents and research result about the influence factor of E-loyalty, our paper get the research system and research model base on the TAM model.Our research applied the descriptive statistic, Reliability and Validity analysis, and the structural equation model analysis, used the SPSS and LISREL 8.51 to analyze the questionnaire. Through the empirical study, we find that there is no direct stable positive relationship between the virtual money and E-loyalty, but there are three aspects of influencing path between them. One is Habit, the other is perceived ease of use (including perceived usefulness), the last one is the social influence (including perceived usefulness, perceived trust, perceived experience). Among them, the social influence is the most stable path.In the end, this paper investigates the future of the virtual money and its three development stages: competition phase, unification exchange phase, unification phase as well as the future potential new entrants.