社会化网络服务用户理想忠诚研究*--基于沉浸理论和信任承诺理论

摘要

Based on the flow theory and commitment-trust theory, a research model of SNS users' ideal loyalty consist of two dimensions of behavior and affective loyalty was developed. Empirical data collected from domestic popular SNS websites were analyzed through Structured Equation Model. Compared with earlier studies, the interpretation power of users' loyalty was improved with the combination of affective commitment and flow experience. Social identity, as one of the key relation factors, has the most significant impact on flow ex-perience. Flow experience and interpersonal trust also have positive influences on affective commitment.%基于沉浸理论和信任承诺理论，从行为忠诚和情感忠诚两个维度构建了社会化网络服务( SNS)用户理想忠诚研究模型，并利用结构方程模型对来自人人网、开心网、QQ校友等国内知名度较高的社交网站注册用户数据进行了实证分析。与已有研究结果相比，情感承诺和沉浸体验的结合提高了对SNS用户忠诚度的解释力；社会认同作为一类关系要素对沉浸体验的影响最强；沉浸体验和人际信任对情感承诺也有积极影响。