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Zhaoqing University, Zhaoqing, China


Given the rapid growth of e-commerce and the importance of understanding online customer behavior, it is necessary to develop a universal model as a means to measure the relevant construct. Website design plays an important role in e-commerce because it directly affects online customers during the purchase process. Online customers will continue to be loyal because of good website design. However, the effect of website design has not been clearly defined and a suitable framework for evaluating the status of website design is lacking. The purpose of this study is to develop a comprehensive framework that can guide successful web design and examine the impact of web design on e-loyalty.207 Taobao customers from China completed an online survey. All scales were analyzed by reliability, construct validity, and convergent validity. Multiple regression analysis is used to test research hypotheses. Findings indicated that the factor of website design should be revised and classified into visual design and information & navigation design. The website design had a significantly positive effect on e-loyalty. The relative order of importance of these predictors was information & navigation design and visual design.


website design, web design, e-loyalty, customer loyalty

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