The development of internet is creating intense competition in social network sites nowadays. How to conduct users¡¦ loyalty to social network sites gradually becomes an important issue to operate long-term social network sites. The study attempts to examine how consumers¡¦ utilitarian value, hedonic value and social value affect their loyalty. Furthermore, this study examines whether the relationship is mediated by gender difference. The model and relationship are tested and validated by using PLS and data collected from 200 people having facebook accounts in Taiwan.
The results shows that loyalty is strongly affected by utilitarian value, hedonic value and social value. We also find that the difference of gender has positive influence on hedonic value and loyalty and negative influence on social value and loyalty. The implication for research and practice are also discussed.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0826112-234144 |
| Date | 26 August 2012 |
| Creators | Chen, Chiu-yu |
| Contributors | Shih-Chieh Hsu, Chao-Min Chiu, Szu-Yuan Sun |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0826112-234144 |
| Rights | user_define, Copyright information available at source archive |
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