With the progress and innovation of technology, the uses of computers and the Internet have become much easier and have gained its popularity. The variety of social interaction and business behavior gradually move from real lives to the virtual Internet world. Thanks to the convenience the Internet has brought, shopping is no longer confined to time and ground. As to on-line shopping, in addition to the quality of the product itself, designing and decorating the website would be a key feature that makes it stand out in the keen competition. Therefore, web aesthetics is a crucial issue. The two main purposes of this research are: 1. To investigate the relationship between the web aesthetics cognition of on-line shopping users and e-loyalty. 2. To define the moderating roles between the relationship of web aesthetics cognition of on-line shopping users and e-loyalty. 326 valid copies were collected. The research result shows that the appropriate layout aesthetics has a significant impact on e-loyalty, and space-time convenience motivation plays the moderating role between the relationship of web aesthetics cognition of on-line shopping users and e-loyalty. It is expected that the research result could provide the enterprises references when they design the appropriate website to enhance the e-loyalty. [ABSTRACT FROM AUTHOR]

Copyright of Marketing Review / Xing Xiao Ping Lun is the property of Academy of Taiwan Information Systems Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)