Abstract:

Social networking service (SNS) has attracted a large number of users because of its ability to provide personalization and socialization. However, SNS providers are facing the critical issue of the decrease in both user base and usage rate due to severe competition. Hence, it is of paramount importance for SNS providers to keep their websites sticky and to develop user loyalty. This study proposed a research model of SNS user loyalty comprising of perceived utilitarian value, hedonic value, and social influence as the antecedents. Data on 289 SNS users were collected and empirically analyzed using factor analysis and structural equation modeling method. It was found that both perceived utilitarian and hedonic value have significantly positive impact on user satisfaction and loyalty, and social influence significantly and positively impacts user loyalty. Lastly, discussion of research findings and implications for SNS providers, as well as suggestions for future research are provided.

Key words: Social networking service, Social networking site, Perceived value, Social influence, Loyalty