Authors and Corporations: | |
---|---|
In: | International Journal of Virtual Communities and Social Networking, 9, 2017, 3, p. 1-14 |
published: |
IGI Global
|
Media Type: | Article, E-Article |
Physical Description: | 1-14 |
---|---|
ISSN: |
1942-9010
1942-9029 |
DOI: | 10.4018/ijvcsn.2017070101 |
published in: | International Journal of Virtual Communities and Social Networking |
Language: | English |
Subjects: | |
Collection: | IGI Global (CrossRef) |
<jats:p>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.</jats:p> |