Abstract:

Based on the 9 set authority of electronic service quality scale, 10 electronic service quality dimensions of page design, website information, ease of use, reliability, product selection and supply, privacy and security, customer service, virtual community, entertainment experience and economy is extracted. Then with a sample of 500 consumers, a survey is conducted to test the relationship among e-loyalty, website attachment, relationship quality, electronic service quality. The results show that the electronic service quality influence website attachment (adjusted R2=0.46), relationship quality (adjusted R2=0.66) and e-loyalty (adjusted R2=0.42) positively, web attachment and relationship quality influence e-loyalty positively. At the same time, the 88% influence between electronic service quality and e-loyalty is mediated by the relationship quality and website attachment, which means that the relationship quality and website attachment play an very effective intermediary role between the electronic service quality and e-loyalty.The empirical research results further show that the functional value of electronic service quality mainly influence the e-loyalty through relationship quality (cold) , and the emotional value of electronic service quality mainly influence the e-loyalty through the website attachment (heat) .

Key words: electronic service quality, e-loyalty, relationship quality, website attachment, online shopping