The Effects of Website Quality on Customer e-Loyalty: The Mediating Effect of Trustworthiness

Website has been used as an efficient platform to tailor their products or services and as a unique profit mode of e-commerce. Due to this advance of the Internet, this study is mainly to examine the relationship between website quality and customer e-loyalty. The present study aims to explore the effect on website quality on customer e-loyalty through trustworthiness. SmartPLS (M3) was used as the main analytical tool to test the proposed research model. This study provides a theoretical framework combining website quality, trustworthiness, and customer e-loyalty and tests the proposed model empirically by targeting on online consumers. Trustworthiness enacts as the mediator. Based on the statistical analysis, there is a positive relationship is detected between website design and customer e-loyalty. However, the findings revealed that website content and website structure have negative influence on customer e-loyalty. The finding also disclosed that trustworthiness is positively related to customer e-loyalty. Theoretical and practical implications, limitations of the study, and recommendations for future research are discussed.