Social Network Service (SNS), is an innovative application and business model in recent years. It changes the development and communication of current social network and gathers tremendous viewers to create more business opportunities. However, what are the values that attract users to use SNS? This study focuses on the behaviors of SNS users in Taiwan by empirical research. From the customer point of view, satisfaction and loyalty could be relative to and affected by utilitarian value and hedonic value. Therefore, this study builds an applicable integrated model and uses Structural Equation Modeling to analyze the relations of constructs in the model. We find the following. (1) The constructs of the model are supported. (2) The utilitarian value can be measured by factors of sociality, convenience, and information availability; hedonic value can be measured by factors of adventure, escapism, and affiliation. (3) The utilitarian value and hedonic value affect customer satisfaction; customer satisfaction affects word of mouth and repatronage intention. (4) The utilitarian value and hedonic value positively affect word of mouth and repatronage intention, but providing a good customer satisfaction can enhance word of mouth and repatronage intention. (5) The influence of hedonic value is higher than that of utilitarian value.
Wu, Kuan-Wei; Wu, Hsiu-Lan; and Liang, Huei-Mei, "Relationship Among Customer Value, Satisfaction, And Loyalty of Social Network Service" (2009). ICEB 2009 Proceedings (Macau, SAR China). 2.