Factores que construyenla lealtad a sitios web de prensa digital en el Ecuador
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El objetivo del presente trabajo se centra en analizar los principales factores determinantes que podrían afectar en la lealtad a periódicos digitales. En específico se analizan los efectos ejercidos por el grado de usabilidad del sitio web, la reputación y la familiaridad con el sitio web, siendo moderados por el nivel de educación, además de analizar el efecto mediador de factores que median estas relaciones con la lealtad, como la satisfacción y la confianza en el sitio web. Metodología: Para el estudio experimental se tomó 142 casos, las hipótesis propuestas fueron contrastadas mediante técnica de los modelos de ecuaciones estructurales. Resultados: Los resultados demostraron que la confianza tuvo un efecto significativo, con un impacto positivo con la intención de revisita, y un efecto mediador parcial en la relación Satisfacción-Intención de revisitar el sitio y en la relación Satisfacción-Intención de recomendar. Tanto la reputación, usabilidad y familiaridad tuvieron un impacto sobre la satisfacción, en ese orden. Conclusiones: Tres aspectos finales del estudio fueron: (1) para los usuarios es más importante la reputación que la usabilidad y la familiaridad; (2) a mayor educación aumenta la satisfacción por usabilidad; y (3) el efecto mediador de la confianza es primordial para los usuarios en el proceso de construcción de lealtad.
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