CAJ | 학술논문

文章在对现有网络顾客忠诚研究进行总结的基础上，基于客户生命周期理论，并结合SNS的特征，构建了一个SNS社区用户忠诚的动态模型。将用户忠诚分成四个阶段，即用户满意阶段、行为忠诚阶段、态度忠诚阶段和持续忠诚阶段，并对每个阶段用户忠诚的主要影响因素进行了分析，从而为SNS提供商正确衡量用户忠诚并针对不同阶段的用户制定相应的忠诚策略提供帮助。
문장재대현유망락고객충성연구진행총결적기출상，기우객호생명주기이론，병결합SNS적특정，구건료일개SNS사구용호충성적동태모형。장용호충성분성사개계단，즉용호만의계단、행위충성계단、태도충성계단화지속충성계단，병대매개계단용호충성적주요영향인소진행료분석，종이위SNS제공상정학형량용호충성병침대불동계단적용호제정상응적충성책략제공방조。
Based on reviews of previous literature on e-loyalty,the characteristics of SNS and the customer relationship life cycle ,this paper presents a dynamic model of SNS users’loyalty. This dynamic model divides users’loyalty into four phases:customer satisfaction,behavior loyalty,attitudinal loyalty and sustainable loyalty,and then analyses the key factors of users’loyalty in different phases. It might be helpful for SNS providers to measure customer loyalty correctly,and then establish marketing strategy.