The Study Of Influncing Factors Of Community User Loyalty Based On Crowdsourcing Perspective

With the continuous development of network technology and information, the number ofnetwork communities is increasing, and the form is innovate constantly. In this context, thecrowdsourcing community emerged, and the Witkey websites is one of the most representativecrowdsourcing community. For the operators of the community, it‘s important to increase theviscosity of users for the continued development of the witkey communities。So that it canattract and retain members to participate in the communities。Therefore, we need to know thatwhat factors impact witkey communities users loyalty, and identify the major factors.So as toachieve the purpose to improve the users’"stickiness" and enhance user’s loyalty. So that it canbetter meet the needs of users and ensure the sustained and healthy development of thecommunity and get more competitive and commercial value.The difference between the crowdsourcing Community and traditional IT technology orsystem is:the crowdsourcing Community is not only a systerm, but also a new Internet-basedsocial structure. Therefore, the network users will also be affected by social factors from thecrowdsourcing communities when they participate these communities. System factors includeinfrastructure design and web site information quality. Social factors include entertainment、elf-affirmation、trust and external stimulus.According to related literature, the research take system factors and social factors asantecedent variables that affect customer loyalty. At the same time, regard satisfaction and senseof belonging as intermediate variables, and then do hypothesis test and analysis. The datacollected through the questionnaire method. Use SPSS18.0and AMOS20.0statistical software toanalyse the reliability and validity of the questionnaire. Then use structural equationmodeling(SEM) to evaluate the model and do hypothesis testing.The study results show that: the system factors have a significant positive impact on usersatisfaction; Entertaining、self-affirmation and trust of social factors has a significant positiveimpact on the user’s sense of belonging; Satisfaction has a significant positive impact on thesense of belonging; and both of the two have positive influence on user loyalty.