B2C Website Quality Of Digital Products On Customer Satisfaction And Loyalty Analysis Of Factors

Being different from traditional briek-and-mortar business, e-commerce spends more to aequire customers, and the time period needed to beeome profitable is much longer. Due to this unique mode of profit of e-commerce, websites have to create a larger customer amount and make profits from repeat visits and exchanges of loyal customers. Generally speaking, customer loyalty is an economic necessity in Internet age. The concept of e-loyalty was proposed at the beginning of 21 century, and the researches focusing on e-loyalty have been developing correspondingly since then.In e-commerce, Website has been as a platform for interaction between customers and online retailers. The website quality customers perceived and customer characteristics have effete on customers' purchasing intention and customers' loyalty to website. This thesis adopts the etailQ developed by Wolfinbarger and Gilly(2003), and four dimensions of website quality was proposed such as convenience, content,customer service, and reliability. The main point of this study is to test the relationship between digital products website quality and e-loyalty and explore the mechanism that how website quality affect e-loyalty. Questionnaires are conducted in the participants from schools who have purchased digital products on e-commerce website in a reeent year in GuangDong. The major results are described as below:Digital products website's customer' satisfaction toward website has positive correlation with e-loyalty; Every dimension of website quality has positive correlation with customer's satisfaction toward websit; Every dimension of website quality has positive correlation with e-loyalty; Different educations and online shopping histories have significant difference in customer satisfaction; Different shopping histories have significant difference in e-loyalty.