Examining Social Networking O2O Apps User Loyalty

Social networking app providers have begun to extend their business scope to “online to offline” (O2O) commerce. While most past studies have focused on user adoption of particular social networking apps, little work has examined predictors of user loyalty to social networking O2O apps. This study perceived value as a key multidimensional determinant of online and offline satisfaction as well as loyalty. A model is proposed and empirically evaluated using survey data collected from 200 O2O social networking app users concerning their perceptions of such apps. The results indicate that customer loyalty is influenced by emotional value, social value, and online satisfaction. Performance value, value-for-money, and offline satisfaction are all found to have an indirect impact on loyalty. The results may provide further insights into marketing strategies for social networking O2O apps.