The Empirical Study on the Influencing Factors of Customers´ E-Loyalty

Customer loyalty is one of the most important factors that will bring profits and competition strength not only in traditional shopping environment but also in E-commence. In this study we explore six main effecting factors on customer e-loyalty including Website security, contact interactivity, Website reputation, initial trust, switch cost, customer satisfaction based on the survey for 200 undergraduates in Wuhan using structural equations modeling method. It shows that all the six variables have a significant effect on the e-loyalty. Management solutions are also suggested in details.