A Study Of The Participation Of Users Effect On Brand Loyalty Based On SNS

2010,known as microblogging first year, is the rapid development year formicroblogging industry. In a very short time, microblogging, the network novelty, had beendevelopment spurt in China. Analysys think tank studies have shown that in China thenumber of registered users of the microblogging market reached75million in2010,compared with800million users in2009. The number of users had increased by837%in2010than2009. This institution also predicted that China’s microblogging registered userswill reach145million in2011. Compared with the popular microblogging market situation,the academic research on microblogging is quite lacking.In this study, theoretical basis of the SNS, this paper explores user’s participationbehavior in the mechanism of the inpact on the loyalty of users in microblogging sites. Firstof all, this paper collects the content, classification and research fielda of study of SNS.Secondly, it in-depth studys the definition, dimensions, motivation and role of users’participation behavior. At the same time, Users’ participation behavior is divided into twodimensions of browsing behavior and interactive behavior. Finally, The literature review oncustomer’s loyalty is summarized. In chapter three, participation behavior as the independentvariable, customer’ satisfaction as the mediating variable, users’ loyalty as the dependentvariable, participation behavior studies on the impact of users’ loyalty model has beenproposed, according to the model underlying assumptions put forward.This article is distributed271questionnaires and210valid questionnaires have returned,so the effective recovery rate is77.5%. By using SPSS statistical software, first is thedescriptive statistical analysis on the recovery data in order to a preliminary understanding ofthe basic situation of the survey sample. Furthermore, according to Cronbach’s alphacoefficient and the factor analysis to test the reliability and validity of the scale, the resultsshow that the survery sample has a good reliability and validity of the scale. Nextly,correlation analysis is done to each variable, results show that there is a significant correlationbetween each variable. At the last of all, through the AMOS structural equation software,research model is fitting and correction, and verify that the basic assumptions of this article.The results show that: there is a significant positive correlation among the users’ loyalty,users’ participation behavior and customer’s satisfaction, and customer’s satisfaction acts asan intermediary role between users’s participation and users’s loyalty. In detail, customer’ssatisfaction is fully mediated between the browsing behavior and users’ loyalty, than partly mediated between the interactive behavior and users’ loyalty. Compared with the interactivebehavior, the browsing behavior has a greater impact on customer’s satisfaction. Comparedwith the browsing behavior, the interactive behavior has a greater impact on users’ loyalty.