The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process

The increasing competitiveness in electronic business is motivating varying research on the principal antecedents of consumer loyalty. However, previous research is too scarce, so that there are notable aspects which must be analyzed in-depth. This research has focused on new topics about the development of online consumer loyalty, such as the role of familiarity and usability. Firstly, we analyze the effect of usability, reputation and satisfaction on consumer loyalty. The results have revealed the existence of a positive and significant influence of reputation and satisfaction on website loyalty. Secondly, we confirm the influence of usability on consumer satisfaction. Thirdly, we assess the moderating role of consumer familiarity on the relationships proposed in the research model. The analyses have shown that usability plays a special role in the loyalty formation process. At reduced levels of familiarity usability influences on loyalty through consumer satisfaction (indirect effect). However, if familiarity increases then perceived usability influences on loyalty not only through its effect on satisfaction, but also in a direct way. Consequently, higher levels of familiarity mean that the weight of usability in the explanation of website loyalty is higher. Finally, several conclusions, managerial suggestions, limitations and future research lines are proposed.