Customer loyalty is one of the keys to establishing a sustainable business in apparel B2C e-commerce, and it is influenced tremendously by customer’s online shopping experience. In this paper, we conducted a survey on customer experience, alternative attractiveness, and customer loyalty, and created a model to analyze the associations among these attributes. Customer experience was measured from five dimensions: website, product, service, brand and emotion. In the analytical model, the dimensions of customer experience were taken as independent variables, customer loyalty as a dependent variable, and alternative attractiveness as a moderating variable. Correlation and regression analyses were performed to assess the impacts of customer experience and alternative attractiveness on customer loyalty. Based on the survey data of 250 validated questionnaires, it was found that customer loyalty is significantly correlated with all the five dimensions of customer experience and with alternative attractiveness. Among the five dimensions of customer experience, service, emotion, and product experiences have slightly higher correlations than website and brand experiences. Alternative attractiveness has a small negative correlation with on customer loyalty.
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