Measurement of news websites' user loyalty within structural equaion modeling

Since internet becomes an indispensable part of our life, the concepts of place and time lost their importance. With the rapid development of technology, the world turns into a small village. Therefore, human needs to communication more and more. This demand of communication, which comes with the supply, led to foundation of millions of (large and small) news sites. As we look into the statics of internet click rates, news websites have a significant place and this fact draws the attention of the companies who give advertisement. If we consider that the media companies have a general purpose which is profit maximization, as it?s same in all other companies, increasing the advertising revenue becomes a vital issue. The founders and the managers of news websites develop different methods to get a big slice from the advertising cake. In these present conditions where the expenses of obtaining new customers are too high from the expenses of losing the current customers, the loyalty of customer becomes very significant. The purpose of this study is to measure news websites? user loyalty and to be guide for improving user loyalty to news websites? managers. In this context, 537 news website users participated in survey and tried to model user loyalty using dataset which was obtained from the survey.