ABSTRACT
With the arrival of the Web 2.0 era, Social Networking Sites (SNS) are experiencing rapid development around the world. For example, the number of SNS users in China reached 278 million in January 2014, accounting for 45 percent of the total amount of Internet users (CNNIC 2014). However, building SNS users’ loyalty and retaining consumers are becoming more dicult due to intense competition among SNSs, and more and more new social media also grab some SNS users. Thus, realizing user retention is of great importance to SNS providers, because the eventual success of SNS depends on continuance usage rather than on first-time use.
