Research On The Relationship Of User Participation、User Value And Users’ Loyalty Based On WeChat Public Platform

According to 《The 34 th China Internet network development state statistic report 》that as of June 2014, The number of Internet users in China to 632 million, And the scale of mobile Internet users reach to 527 million, Accounted for 83.4% in the whole Internet users. The scale of smartphone users in China for 480 million, accounted for 91.1% in the mobile Internet users, smartphone has become an important carrier of the development of mobile Internet. With the popularity of smartphones and mobile applications, mobile Internet is becoming more and more normalized, The users spend more and more time using mobile Internet,The richness of mobile applications, increase the users of mobile phone application viscosity, the mobile Internet development focus transform from "extensive" to " depth ". various network applications profoundly change the netizen life, its infiltration of the social life service in growing. Especially with rapidly development of Wechat and Micro Public Paltform, accumulated a large user group quickly, But compared with the popular situation in market, The academic research on the relevant of Wechat and Micro Public Paltform, are sorely lacking.In this study, theoretical basis of the micro Public Paltform, explores user’s participation behavior in the mechanism of the inpact on the loyalty of users through user value. Explore the relationship of user participation、user value and users’ s loyalty.Finally, The literature review on user’s participation 、user value and users’ loyalty are summarized. Participation behavior as the independent variable, user value as the mediating variable, users’ loyalty as the dependent variable, participation behavior studies on the impact of users’ loyalty model has been proposed, according to the model underlying assumptions put forward.This article have returned 332 valid questionnaires, By using SPSS statistical software, first is the descriptive statistical analysis on the recovery data in order to a preliminary understanding of the basic situation of the survey sample. Furthermore, according to Cronbach’s alpha coefficient and the factor analysis to test the reliability and validity of the scale, the results show that the survery sample has a good reliability and validity of the scale. Then, correlation analysis is done to each variable, results show that there is a significant correlation between each variable. At the last of all, through the SPSS regression equation software,and verify that the basic assumptions of this article. Finally introduces case of “Luogic Show”.The results show that:1.There is a significant positive correlation among the users’ participation behavior,user value, users’ loyalty, and user value acts as an intermediary role between users’ sparticipation and users’ s loyalty.2. Different levels of participation behavior have positive significant influence on user value and users’ s loyalty, The role of browsing behavior more prominent.3. The utilitarian value and hedonic value have a positive impact on users’ s loyalty. By contrast, hedonic value effect is more significant.