| Store loyalty has been crucial to long-lasting success in business, and there are plenty of researches on the drivers of loyalty, its formation process, and ways of maintaining loyalty customers. It is found that customer's perception of store image plays an important role in affecting their behavior and attitude toward the store and thus influences their loyalty. Previous literature also finds that customers' prior shopping experience can influence their expectation and perception of the product and service they receive, and consequently influence their loyalty to the store, both attitudinally and behaviorally.Given the rising trend of e-commerce in recent years, much attention has turned to online store loyalty. In this research, we propose a model to test the moderation effects of online shopping experience on the relationship between online store image and online store loyalty. We have conducted an empirical survey on a sample of 503 online action customers in China market and compare their perception of store image and loyalty in groups with different online shopping experiences. The results suggest that with an increasing online shopping experience, customers' loyalty to online stores tend to be more influenced by detailed aspects of the store image, especially the service image, and the influences of general attributes of the store tend to be lessened. At the mean time, appearance image has no significance influence on behavioral loyalty but shows an increasing influence on emotional loyalty. |
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