Empirical Research on the Factors of Online Attitudinal Loyalty

This paper explores the relationships between antecedents of trust, trust and attitudinal loyalty. The hypotheses are tested by factor analysis and SEM using data gathered through the survey. The results show that: the customer satisfaction, perceived value and simplicity of usage have significant positive impacts on customer trust; customer trust has a significant positive impact on attitudinal loyalty and plays an indirect role between customer satisfaction, perceived value and attitudinal loyalty.