The Effect of the Perceived Information Richness Features of Portal on its Usage Rate and loyalty with the Mediating Role of Satisfaction

Objectives: This study aimed to investigate the effect of perceived information richness of the National Iranian South Oil Company portal on its users’ usage rate and loyalty with the mediating role of satisfaction.Design/Methodology/Approach: Applied research was conducted usinga causal-correlation survey approach. As a research sample 378 peoplewas selected from 25000 users of by simple random sampling and complete the researcher-made questionnaire with face-validity and reliability (α = 0.83).Results/Discussion: The results showed that satisfaction (mean=3.179),loyalty (mean = 3.467), and different information richness featuressuch as transparency (mean = 3.769), timeliness (mean = 3.78), interactivity (mean = 3.234), quick feedback (mean = 3.231), quality(mean = 3.936) and accessibility (3.662) are above average and relativelyfavorable.Conclusions: The results showed that among the features of the portal’srichness of information, the quality, interactivity, accessibility, and timeliness affect the usage rate of the portal and their loyalty mediated bysatisfactionOriginality/Value: Users’ loyalty and use of web portals is one of thefactors affecting their viability. Therefore, it is necessary to consider thefactors affecting them. In this study, information richness features are considered as effective factors