DocumentCode
2979816
Title
The Effects of Flow and Attachment on the e-Loyalty of SNS Websites
Author
Qi, Yi ; Fu, Chunlong
Author_Institution
Sch. of Manage., Zhejiang Univ., Hangzhou, China
fYear
2011
fDate
12-14 Aug. 2011
Firstpage
1
Lastpage
6
Abstract
In this study, we investigate the effects of flow and consumer attachment on the e-loyalty of SNS websites users. We build and test a causal model using data obtained from Renren.com and find support for all of our hypotheses. The results indicate that flow plays an influential role on the consumer attachment, and also has a direct effect on the referral loyalty and online-stickiness of e-loyalty. Consumer attachment positively affects e-loyalty (online-stickiness and referral loyalty), and it fully mediates the relationship between flow and e- loyalty (both online-stickiness and referral loyalty). The implications and future research directions are discussed. This paper is sponsored by Zhejiang University Hengyi International Exchange Scholarship.
Keywords
consumer behaviour; social networking (online); SNS Websites; consumer attachment; e-Loyalty; flow experience; online-stickiness; referral loyalty; social networking sites; Companies; Context; Correlation; Fluid flow measurement; Games; Internet;
fLanguage
English
Publisher
ieee
Conference_Titel
Management and Service Science (MASS), 2011 International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-6579-8
Type
conf
DOI
10.1109/ICMSS.2011.5999053
Filename
5999053
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