The impact of interface quality on the loyalty of instant messaging

In recent years, the study of internet users has become the focus area in consumer behavior researches. The new hotspot of Internet, “instant messaging” (IM), gradually emerges in recent years. It has a large user resource, integrates a variety of media methods, highlights the business value, and has become a very powerful and great potential network communication carrier. The current Chinese IM market is a huge user market with highly competitive industry structure. Based on the characteristics of IM, we did an exploratory research on Chinese IM loyalty from the view of customer perceived interface quality. With the empirical analysis, we found the factors of interface, including interactive, convenience and characters had significant impact on IM loyalty.