چكيده به لاتين
One of the obstacles to the growth of internet messaging apps is the inability to improve the rate of loyalty of users, so this study aims to investigate the factors affecting the loyalty of iranian internet users in the context of instant messenger applications and provide practical solutions according to the situations of iran. Electronic loyalty (e-loyalty) can be considered as the desired attitude of a customer to an e-business that leads to repurchase. in order to collect different factors of user loyalty, the literature review was used, and finally five factors have been selected, then the theoretical framework of the research was obtained. After that, a group of Iranian Telegram users were selected to answer the questionnaire.
Finally, it can be concluded that as much of the ftelegram can generate more inertia on its user, it will lead to an increase in user loyalty. On the other hand, if telegram could increase the switching cost, it will result in an increase in inertia. firthermore, it was found that the more telegram creates flow experience for the user, the more inertia will be. It was also found that there is no relation between sense of belonging and inertia as well as personalization with inertia. the researcher has used PLS - SEM method to analyze the research framework and the results of the questionnaire.
