Abstract: Based on Oliver’s loyalty theory, this study builds a model to explain the mechanism of perceived web site interactivity effects on e-loyalty. The results indicate that three dimensions of interactivity (Two-way communication, Control, and Synchronicity) all have significant positive effects on e-loyalty, and satisfaction has partially mediating effect on the relationship between interactivity and e-loyalty. We also find the type of consumer shopping behavior has significant moderating effect on the relationship between perceived control and satisfaction, and consumers’ e-shopping experience moderates the relationship between satisfaction and e-loyalty. This paper contributes to new theoretical basis in explaining the inner mechanism of interactivity effect on e-loyalty, and to offer decision basis of website design and internet marketing for e-tailors.

摘要： 基于Oliver的忠诚度理论构建了感知网站交互性对电子忠诚的驱动效应模型，并进行了实证检验。研究发现：感知网站交互性的三个维度（双向沟通、控制性和同步性）不仅对电子忠诚存在显著的直接正向效应，还会通过满意度间接影响电子忠诚；相比非计划性购物行为的消费者而言，计划性购物消费者的感知控制性与满意度之间的关系更强；消费者网络购物经验越丰富，满意度与电子忠诚之间的关系就越强。研究结果为我国网络零售商的网站设计和网络营销实践提供了决策参考。