自从twitter的创意被众多国内公司引入中国之后,微博在国内迅速成长,成为继博客、论坛、SNS网站之后又一覆盖全年龄层的网络个人媒体形式。本文旨在通过SPSS软件进行分析,研究影响北京市大学生微博用户忠诚度的因素,并借鉴成熟的顾客忠诚度模型,提出有效的提高大学生微博用户忠诚度的方法,以期为微博在大学生群体中的进一步覆盖提供参考。 Since the introduction of Twitter’s ideas into China by many domestic companies, weibo grew rapidly in the country and became another personal online media covering all ages after blogs, forums and SNS websites. The purpose of this paper is to analyze the factors influencing the university students’weibo user loyalty by using SPSS software and learn from the mature customer loyalty model and put forward the effective method to improve the university students’ weibo loyalty. Reference for further coverage in groups.