Antecedents and Outcomes of Search Engines Loyalty: Designing a model of Iranian Users Loyalty

This paper aims to design proposed model for search engine designers to promote loyalty levels of search engine users. This is a descriptive survey study. The statistical population of the research is composed of Ferdowsi University students. The sample size estimated to be 347. Data gathering instrument was a self administered questionnaire and structural equation modeling (SEM) is used for the data analysis. Findings indicate that user communication affects user satisfaction significantly and negatively. Also in research final model search engine image، search engine perceived quality and search engine perceived value affects user satisfaction. Moreover، search engine perceived value affects user loyalty and verbal advertising directly. Also user satisfaction affects user loyalty directly. Finally user loyalty leads into high expected switching costs، search engine revisit and verbal advertising for search engines.