||With the increased popularity of the Internet, many studies have shown that stores with hifger customer loyalty usually have higher return. It is, therefore, interesting to build brand and store loyalty for Internet-based electronic stores. The customer loyalty on the Internet is called e-loyalty.|
Although scholars have paid attentions to the factors that may affect e-loyalty, most of them focus on a certain aspect of e-loyalty. There is a need to put together an integrated framework of e-loyalty. In this study, previous literature related to the topic is reviewed to propose a framework of four influential factors. They are web design, customer service, e-trust and brand building. In order to understand whether different kinds of e-stores would affect the power of different factors, the study uses “store type” as a moderating variable. An empirial study was conducted to test our model. The results show that major factor that impacts e-satisfaction is e-trust. Web design ranked second; customer service and brand building were the third and the forth, respectively. The effects of four influential factors differ for the different types of e-stores, which indicates the moderating effect of stoer types.