The Effect of Relational Benefits and Relationship Commitment on Customer Loyalty for Social network Sites

소셜 네트워크 사이트의 사용자 충성도에 관계혜택과 사회적 영향이 미치는 영향

  • Received : 2012.04.25
  • Accepted : 2013.01.04
  • Published : 2013.03.01

Abstract

Due to the development of social networks and smartphones, many different kinds of issues have emerged in business and society. By reflecting these trends, social network sites have appeared and they are recognized as the new concept of sites. The major feature of the social network sites is that the social relationship had been taken to the online space. Social network sites support the formation of a network and offer users the relationship between users offline as well as online. Based on the features mentioned above, users enjoy the benefits using social network sites. These social network sites in the enterprise can be used to form relationships with customers. This study identified the influencing factors as relational benefits and social influence on relationship commitment in social network sites. In addition, we analyzed that how the relationship commitment between users affects user loyalty after their using social network sites. We presented empirical results by utilizing structural equation model with 244 respondents and the significant implications for the academy and the practice with discussions.

Acknowledgement

Supported by : 부산대학교