Determinants of Customer Loyalty for Social Networking Sites

摘要

Although customer loyalty has been widely examined in various Internet contexts, the conceptualization and empirical validation of a customer loyalty model for social networking sites (SNSs) has not been addressed adequately. This study attempts to shed light on the determinants of customer loyalty for SNS. We propose a theoretical model comprising of perceived value, satisfaction, and consumer knowledge as antecedents of SNS customer loyalty. Theoretical and managerial implications together with suggestions for future research are discussed.