Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust

Abstract

In a purchase situation, customer satisfaction and loyalty are primarily determined by usability, trust, and web design. However, the nature of their relationship remains unclear. According to the literature, trust can generate customer loyalty. Consumers’ cognitive and affective processes in online shopping are well discussed in the literature. However, the role of trust in website design has yet to be thoroughly investigated. Given the above knowledge gaps, we studied 96 Chinese youths using two shopping websites. Structural equation modeling was considered to validate the hypothesized relationships, focusing on three key website design features. We discovered that the three design elements predicted usability and satisfaction differently. In addition, website usability and customer satisfaction mediated the relationship between navigation/information design and loyalty, and satisfaction mediated the relationship between visual design and loyalty. Furthermore, the effects of website design and usability on customer satisfaction are strengthened or weakened depending on customer trust. When trust is high, the effect of website design on satisfaction is strengthened, while the effect of usability on satisfaction is weakened. To retain customers, designers should pay more attention to website design and establish trust. These findings offer crucial insights for online retailers in promoting and capitalizing on the positive effects of various website design elements on customers’ shopping experiences.

Beyond transactions: Understanding the determinants of e-satisfaction in online shopping

“…The study underscored the complex and interconnected nature of e-satisfaction and its role in fostering customer loyalty in the digital marketplace. A recent study also supports the previous research that finds website design, merchandise attributes [17,23] security or privacy, and transaction capability [17,43,47] have a significant impact on esatisfaction. Thus, the literature on e-satisfaction in e-commerce encompasses a diverse array of studies that collectively contribute to a comprehensive understanding of the factors influencing e -satisfaction and its implications for customer loyalty and retention in the digital marketplace.…”

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis

“…Accordingly, individuals with different professional backgrounds may purchase cultural and creative products of intangible cultural heritage under live e-commerce. In terms of the frequency and duration of watching e-commerce live streaming, 15.53% watched it once or less per month, 21.07% watched it more than 8 times, and nearly 85% watched it for more than 30 min each time, indicating that the participants were familiar with e-commerce live streaming [ [31] , [32] , [33] , [34] ]. Numerous academic investigations have examined the complex effects of digital transformation on innovation performance, the correlation between sustainable development plans for resource cities and corporate sustainability, the influence of board characteristics on greenwashing behavior and firm value, as well as the understanding of circular economy practices and their consequences for performance.…”

“…The study highlights the importance of prioritizing factors such as product quality, interactivity, professionalism, and entertainment to enhance consumer satisfaction. By emphasizing these dimensions, practitioners can craft engaging and immersive experiences for consumers, ultimately influencing their satisfaction levels and purchase intentions [ [30] , [31] , [32] , [33] , [34] ]. Furthermore, this study underscores the importance of integrating intangible cultural heritage elements into product offerings and marketing strategies.…”

Comercio electrónico y marketing digital en empresas de moda en Lima Metropolitana, Perú

“…Acosta-Vargas et al (2022) identificaron que el principal desafío de accesibilidad en los sitios web de comercio electrónico está relacionado con errores de contraste los cuales deben corregirse para alcanzar un nivel adecuado de accesibilidad. En complemento a ello, Guo et al (2023) evidenció que el 83,3% de la lealtad del consumidor online se explica por la satisfacción en el uso del sitio web. Los resultados levantados del estudio están vinculados con lo planteado por Chen y Dhillon (2003) en su modelo teórico, pues ambas variables afectan de manera indirecta en la percepción y experiencia del consumidor en línea.…”

“…Por otro lado, Gunawan et al (2021) analizaron la interacción entre los compradores en línea y el diseño de la interfaz de usuario (UI) del comercio electrónico, advirtiendo que la usabilidad de la interfaz juega un papel fundamental en la experiencia del usuario y la satisfacción. Referente a ello, Guo et al (2023) al investigar sobre el impacto de las características del diseño del sitio web en la usabilidad, la satisfacción y la lealtad de clientes jóvenes en China, coligieron que, el diseño del sitio web sí afecta la lealtad del cliente, y es la confianza el factor clave para controlar el proceso de generación de satisfacción.…”