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

Author

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  • Jiayue Guo

    (School of Art & Design, Guangdong University of Technology, Guangzhou 510090, China)

  • Wenqian Zhang

    (School of Art & Design, Guangdong University of Technology, Guangzhou 510090, China)

  • Tiansheng Xia

    (School of Art & Design, Guangdong University of Technology, Guangzhou 510090, China)

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.

Suggested Citation

  • Jiayue Guo & Wenqian Zhang & Tiansheng Xia, 2023. "Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6347-:d:1118074
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    References listed on IDEAS

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    1. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
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    3. Chin-Shyang Shyu & Chun-Chang Yen & Cheng-Sheng Lin, 2023. "The Impact of Consumer Loyalty and Customer Satisfaction in the New Agricultural Value Chain," Agriculture, MDPI, vol. 13(9), pages 1-16, September.

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