| With the increasing popularity of the internet and the improvement of people's living standard,the number of internet users is increasing constantly.And online shopping appears in people's vision and develops rapidly.The shopping website is actually an electronic supermarket for users looking for goods,selecting goods and paying online.As the portal of the e-business company,the quality of the website design will help the e-business company to convey valid information to their users and it will make users have a good shopping experience and then form a sense of dependence.Finally,these users will become their loyal customers.It is very important for e-commerce enterprises to design websites to enhance their competitiveness and attract more loyal customers.This paper will analyze the factors that influence customer loyalty of e-commerce enterprises and how these factors affect customer loyalty.This paper reviews the literature on the technology acceptance model,website design,customer loyalty in three aspects;secondly,from the previous study of relation between TAM website design and customer loyalty and around six variables in the model put forward 12 hypotheses;third,according to the model design and scale design,questionnaire the pre investigation of the initial questionnaire,and finally determine the contents of the questionnaire and questionnaire,collecting the questionnaire,have a certain understanding of the user based on the 1st Shop structure;fourth,based on the SPSS software,the reliability and validity of the questionnaire were analyzed,to verify the 12 assumptions of the initial model.The results show that the three elements of web design is extremely significant to influence customer loyalty.And also influence the two mediation variable.Finally,according to the analysis of the impact of the design of the website on customer loyalty and online shopping user composition,we put forward some suggestions and countermeasures from different angles... |
PDF Full Text Request