The Effect of Website Factors and e-Relationship Quality on e-Loyalty of Chinese Consumers-Based on Buyers of Internet Shopping Mall

The objectives of this study are to identify significant antecedents of e-relationship quality and to examine the relationship between the antecedents of e-relationship quality and e-loyalty based on buyers of Chinese internet shopping mall. The questionnaire was collected by personal interview. A total of 495 completed questionnaires were collected. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS program to investigate the research model. Results in this paper indicate that the antecedents of e-relationship quality have three dimensions, namely communicational, traditional and relational functions. All these three functions are positively related to e-relationship quality. Also the results show that e-relationship quality, consisting of e-trust, e-satisfaction and e-commitment, are positively related to e-loyalty. Thus an online shopping mall provider can enhance customer e-loyalty by satisfying three functions and consequently building e-relationship quality. Finally, this study suggests the implications of these findings and offers directions for future research.