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User's Social Network Site Loyalty

User's Social Network Site Loyalty

Bo Han
Copyright: © 2017 |Volume: 9 |Issue: 3 |Pages: 14
ISSN: 1942-9010|EISSN: 1942-9029|EISBN13: 9781522512615|DOI: 10.4018/IJVCSN.2017070101
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MLA

Han, Bo. "User's Social Network Site Loyalty." IJVCSN vol.9, no.3 2017: pp.1-14. http://doi.org/10.4018/IJVCSN.2017070101

APA

Han, B. (2017). User's Social Network Site Loyalty. International Journal of Virtual Communities and Social Networking (IJVCSN), 9(3), 1-14. http://doi.org/10.4018/IJVCSN.2017070101

Chicago

Han, Bo. "User's Social Network Site Loyalty," International Journal of Virtual Communities and Social Networking (IJVCSN) 9, no.3: 1-14. http://doi.org/10.4018/IJVCSN.2017070101

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Abstract

The answers to the question of how to build a user's loyalty have become the most desirable knowledge to academics and practitioners, when the competitions turn drastic among social network sites. This article proposes a new model to investigate the influential factors of the user's cognitive loyalty and affective loyalty to a social network site. The authors find that the user's actualization of hoped for self and the informativeness of a social network site both have significant positive effects on the user's perceived usefulness and perceived enjoyment, thereby positively influencing the user's loyalties to the Web site.

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