Effects of Online Bookstores’ Perceived Quality on Consumer Loyalty: Consumer Satisfaction as a Mediator (Note 1)

Abstract

The paper adopts SPSS19.0 and AMOS20 to conduct an empirical study on the effects of e online bookstore perceived quality on consumer loyalty and the mediated effect of consumer satisfaction on the relationship, based on a 217 questionnaire data. The results show that online bookstore perceived quality does not have a significant positive effect on consumer loyalty; online bookstore perceived quality has a significant positive effect on online purchasing consumer satisfaction; online shopping consumer satisfaction has a significant positive effect on consumer loyalty; consumer satisfaction has a total mediating effect on the relationship between online bookstore perceived quality and customer loyalty and online bookstore perceived quality has a significant positive effect on consumer loyalty through consumer satisfaction. In order to fully play the mediating role of consumer satisfaction to improve the online bookstore consumer loyalty, the article puts forward related suggestions. The future research should expand the sample range and consider roles of other factors on the relationship.