The Influence Mechanism Of Website Quality On Users' Loyalty

The rapid development of the Internet has changed people's way of life?Facing with violent competition,websites should improve its competitiveness when providing service or products to customers.According to the former literatures,the users` loyalty to websites determines revenue,it also means that,researching customer loyalty is critical to websites.So,this article study how the websites` quality influence customer loyalty from the website system quality and information quality.Based on the technology acceptance model(TAM)and environmental psychology of stimulus-organism-response(S-O-R)model,this paper study the influence of websites` quality on customer loyalty from the user's psychology,making some supplement and enriching the previous studies.This study adopts the method of empirical research,on the basis of former literatures,establish an empirical research model and put forward relevant assumptions;Then make online questionnaires,and ultimately recycling effective 497 questionnaires;at last do statistical analysis about the questionnaire data,adopts the exploratory factor analysis and confirmatory factor analysis to analyze related index;and further using structural equation model software LISREL8.7 to analyze theoretical models,finally validate the proposed hypothesis and get the main following conclusions:This study found that website information quality and system quality have different influence on user loyalty.Website system quality has no significant influence on users` perceived hedonic value and utilitarian value,it does directly exert significant effect on users` loyalty.Possible explanation is that website system security,the indexes in model analysis,was separate,website system quality influence on users` loyalty by system security.And same as the hypothesis is that website information quality,on the one hand,has a directly positive influence on users` loyalty;On the other hand,the information quality significantly influence users` perceived hedonic value and perceived utilitarian value,while the effect of users` perceived value to emotional commitment and computational commitment is positive,and,in turn,affecting users` loyalty.Therefore,website information quality not only has a direct influence,but also has indirect influence on users` loyalty through the user perceived value and mediating role of psychological commitment mechanism.In addition,this research chose website types as a moderator variable,further study the difference of websites quality influencing on user`s loyalty according to different types of websites.The results show that the influence of website system quality on user loyalty in the transactional websites and informational websites,is not significant;But,compared to the transactional websites,website information quality has a more significant effect on user loyalty for informational websites.