A Study of Online Portal Users’ Loyalty From Core Service, Additional Value-added Service and Switching Barriers Perspectives

This study proposes a research model elucidating the effects of core service satisfaction, additional value-added service satisfaction, and switching barriers as determinants of portal loyalty and tests the model using empirical data collected from game portal users. The results suggest that different service satisfaction and switching barriers are strong antecedents of p-loyalty; the moderating effect of switching barriers on the relationship between satisfactions and p-loyalty is contingent on the portal users’ usage patterns.

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