The influence of familiarity and usability on loyalty to online journalistic services: The role of user experience

The spread of the use of the Internet has had a significant effect on the newspaper sector. Potential cannibalization between the digital and traditional channels, as well as growing competition have made it necessary to gain greater loyalty among consumers of Internet press services. This paper analyzes the effect of consumer familiarity with a website and the degree of perceived usability on levels of loyalty. The results show that familiarity only affects loyalty among consumers who have more experience in using the Internet. However, perceived usability of a website has a significant influence, irrespective of how experienced consumers are. Finally, the paper offers various recommendations for Internet press management and points out the main limitations of the study.