With the development of service-oriented logic, it requires more deep study of the source of user loyalty as service enterprises need create more value for users and shape competitive advantage. In recent years, research on user involvement becomes very popular. However, few studies deeply investigate the influence of user involvement on user loyalty from the view of breadth of user involvement and depth of user involvement, and based on the unique perspectives of sense of community and service personal values. At first, based on the personal value theory and the basic psychological need theory, this study establishes a structural equation model which contains user involvement, user loyalty, sense of community and service personal values. Service personal values, as the highest level of value demands, are divided into three dimensions of service value to peaceful life, service value to identity value and service value to social integration. And then the method of scenario-based questionnaire is used to collect data online and offline in the case of online travel community. Before the final survey, an interview, two pre-experiments and a pre-survey are constructed one after another to make the scenarios and questionnaires more scientific and reasonable. At last, the software AMOS 21.0 and SPSS 21.0 are applied together to analysis the data and test the hypotheses. The results of this study show that both breadth and depth of user involvement have a positive influence on user loyalty, yet the effect of depth of user involvement on user loyalty is stronger. What's more, service value to peaceful life, service value to social integration and sense of virtual community have significant mediating effects between user involvement and user loyalty.
Key words
user involvement /
sense of community /
service personal values /
online travel community /
structural equation model
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