Abstract:

Nowadays, the competition in Social Networking Sites(SNS) market is increasingly vigorous. Therefore, it is very important to study the SNS user’s loyalty or continued use, which is helpful to direct SNS operators to attract and retain users. This paper analyzed the existing literatures about SNS user’s loyalty systematically, and founded the following results:(1)the main theories applied to study SNS user’s loyalty included the expectancy confirmation theories, the technology acceptance theories, the user’s values theory, the experience theory, and the social capital theory; (2)the influence factors of SNS user’s loyalty included technological factors, social factors, personal factors and economic factors, in which perceived usefulness, perceived enjoyment, perceived values, flow experience, and trust were both direct antecedents and indirect antecedents, while satisfactory was only regarded as the key direct antecedent and the degree of expectancy confirmation was only seen as the key indirect antecedent.

Key words: Social networking sites, 　Social networking services, 　User’s loyalty, 　Continuance, 　Satisfaction, 　Perceived usefulness, 　Expectancy confirmation, 　Perceived value