User-Loyalty to Online Social Network Sites: A Self-Regulation Perspective

Abstract

Social networks sites (SNS) have increased in number and popularity this last decade. A recent report of china internet network and information center shown that an average of thirty on percent of users of SNS drop usage after adoption indication a timely concern of SNS providers in sustaining their platform. The current study proposed a research model based on self-regulation theory of Bagozzi to investigate the impact of SNS platform quality and pleasure on usersatisfaction and how the latter influence user-loyalty. The model was tested with survey data from Weibo users. The result shown that are significantly related to user-satisfaction and satisfaction strongly associated with user-loyalty.