Abstract:

Based on literature researches, this paper analyzes and puts up with three website attachment dimensions: positive emotion, self association and society group sense, then make website attachment, customer relation quality(satisfaction and trust),conversion cost together as interpreting variables to study their effect on e-loyalty. The empirical results show that the conversion cost significantly affect behavior loyalty and attitude loyalty in e-loyalty meantime, while customer relation quality（satisfaction and trust）only significantly affects the attitude loyalty. Positive emotion, self association and society sense significantly affects behavior loyalty in e-loyalty. Hence website attachment is the third path to e-loyalty for e-commerce companies. Only the combination of customer relation quality, conversion cost and website attachment can make e-commerce companies to catch real customer loyalty.

Key words: website attachment, e-loyalty , customer relation quality, conversion cost, online shopping