The Effects of Flow and Attachment on the e-Loyalty of SNS Websites

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.