A Research On Impact Mechanism Of User Experience On User Loyalty

As the most popular Internet application service in Web2.0age, the micro-blog has received more and more multiuser affection. But due to the accelerated pace of technological upgrading, the relationship between the micro-blog enterprise and the users is not very stable. Particularly the rising of user’s demand levels is further intensified stability in the experience economy environment. How to cultivate user loyalty through service experience is crucial to the micro-blog enterprise. Therefore, this paper regards micro-blog users as the research object, discusses the impact mechanism of user experience on user loyalty which has the important practical significance.The article, firstly, put forward to five dimensions of the user experience through recalling the related theory of user experience in combination with the micro-blog user situation and service features, and then build up the concept model among use experience, the use’s sense of belonging and use loyalty.Finally, the paper tests that The sense of belonging is the mediator between user experience and user loyalty, and according to the research conclusion, the paper give some advice respectively.in order to provide the reference for the development of micro-blog.Our main conclusions are as follows:(1) Browsing experience, interactive experience and involved experience have significant positive effect on the emotional sense of belonging; sensory experience, browsing experience, involved experience and social experience have significant positive effect on the continuing sense of belonging.(2) The sense of belonging positively affect user loyalty.(3)The emotional sense of belonging is the mediator between user experience and user loyalty, user experience influences user loyalty totally mediated by perceived the continuing sense of belonging.