User's Social Network Site Loyalty

The answers to the question of how to build a user's loyalty have become the most desirable knowledge to academics and practitioners, when the competitions turn drastic among social network sites. This article proposes a new model to investigate the influential factors of the user's cognitive loyalty and affective loyalty to a social network site. The authors find that the user's actualization of hoped for self and the informativeness of a social network site both have significant positive effects on the user's perceived usefulness and perceived enjoyment, thereby positively influencing the user's loyalties to the Web site.