The Impact Of Tourist E-Commerce Website Quality On Customer Loyalty

With the rapid development of tourist e-commerce industry, the importance of establishing and maintaining customer loyalty online has been gradually concerned in practice, the user experience has become an important factor in determining customer loyalty because of the particularity of online environment.As the highest form of user experience, flow experience has gradually been applied to the study of online consumer behavior in recent years.This article applied flow theory into tourism electronic commerce industry,after literature research,this paper tests a model that include website quality,flow,customer satisfaction and customer loyalty based on the SOR theory.collected relevant data through questionnaires, analyzed data using SPSS and AMOS software, tested the hypotheses between the relevant variables.the result indicate that website quality has a positive impact on flow,flow has a positive impact on customer satisfaction,and some of the dimensions has a positive impact on customer loyalty,but the other are not,and customer satisfaction has a positive impact on customer loyalty.The article ends with managerial implication and future research direction.