Atmosphere of Online Retailing Quality Dimensions and Development of Young Generation Customers Loyalty-An Empirical Study of China

This paper develops a theoretical framework to examine the relationship between e-tail quality dimensions, customer satisfaction and loyalty. Data from a survey of 415 online consumers were used to test the research model. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to demonstrate the reliability and validity of the measurement model, and the Structural Equation Modeling (SEM) technique was used to test the research model. Our results support the proposed hypotheses. The analytical results showed that the system quality, information quality and service quality affect customer satisfaction and loyalty. Information quality aspects have a positive relationship with system quality and service quality dimensions. Moreover, the latter in turn are significantly related to e-loyalty. While no other study has looked at these sorts of data, collected from university students of China. Moreover, the results of this study provide a valuable reference for managers, researchers of online retailing. This study suggests that to enhance customer loyalty, online retailers can devote valuable resources to better establish e-tail quality dimensions, which can develop and improve customer satisfaction in the context of online retailing.