Un análisis de la influencia de la confianza y del riesgo percibido sobre la lealtad a un sitio web. El caso de la distribución de servicio gratuitos

摘要: The success gained by certain Internet companies that offer their services and content to users of websites free charge (e.g. Google) is based on the loyalty shown a large proportion users. Specifically, greater offered website, more attractive site for advertise products, this advertising being basic source financing type business model (ad-based model). This paper analyzes influence degree trust perceived risk consumers' website news services, search engines, portals, etc.). results show positive lo- yalty expressed It also tests whether established indirectly through per- ceived risk. We trust, lower level risk, which brings about yalty. These enable us make various suggestions improving management service.