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

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.