The Effect Of Website Quality On E-loyalty

Website is a platform for transaction online interactively. High-quality sites for su-ccessful business in e-commerce activities are essential. Good website construction andapplication is an important means to improve business competitiveness, site quality ma-nagement has caused a number of e-commerce operator’s attention. Given the importa-nce of site quality, the academic circles have been focused on it. Customer’s loyalty andsatisfaction research are always the hot spot in the academic circles, and scholars discu-ss on this issue from different angles. E-commerce started late in China and domestic w-ebsite quality research study was relative less than other foreign countries; at present, d-omestic website quality to customer loyalty gets little achievements. Website quality st-udy under domestic situation to customer loyalty is of theoretical and practical signif-icance.This paper closely focuses on the issue that what is the impact on customer loyaltyby website quality. First, based on the studies of literature review, the conception of we-bsite quality, customer satisfaction and customer loyalty total are defined. The websitequality is subdivided into aesthetics, security, interactivity and convenience. Second,website quality-customer satisfaction-customer loyalty mechanism model is construct-ed by Dina Ribbink (2004) network based on customer loyalty model, the hypothesis ofthe relationship between variables is proposed. Finally, data from questionnaires are ma-de an empirical test by using spss16.0, and the results are explained and discussed.Through empirical test, the following conclusions are reached:(1) website aesthet-ics, security, interactivity and convenience will significantly effect customer satisfaction,while security is of the greatest influence;(2) website aesthetics, security and convenie-nce have positive impact on customer loyalty;(3) in e-commerce environment, custom-er satisfaction not only affects the formation of customer loyalty, but also has intermedi-ary effects between website quality and customer loyalty.The innovations of this paper are:(1) considering factors that the site quality hasimpact on network customer loyalty, the dimensions and content of website quality are determined. In this paper, from the consumer point of view and characteristics of onlineconsumers, site quality on customer satisfaction and customer loyalty effects are analyz-ed;(2) with introduction of customer satisfaction to the website quality and customer l-oyalty, the mechanism model about "site quality-customer satisfaction-customer loya-lty" under a network environment is built. In this paper, based on the theory, the relati-onship between site quality, customer satisfaction and customer loyalty are analyzed.Take customer satisfaction as an important means to improve customer loyalty under thenetwork environment and make a mediating effect analysis, finding that customer satis-faction has partial mediating effect on website quality and customer loyalty.