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Abstract The Lack of users’ loyalty in the website of crowdsourcing has become an obstacle to the development of the industry of crowdsourcing, and thus the urgent task is to take effective measures to build users’ loyalty to web sites. From the perspective of customer loyalty, this study comes up with a model based on the field theory and the model of D&M. After using the SEM model to analyze valid survey data, the result shows that the matching degree of the environment on websites of crowdsourcing and users’ value orientation of openness have a positive influence on their sense of belonging to websites of crowdsourcing, and the sense of belonging has a positive influence on users’ loyalty.
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Received: 30 March 2016
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2016, Vol. 13 
