The study aimed to examine online customer behavior in China by exploring the attitudinal and behavioral loyalty of customers. The proposed model categorizes the factors of customer e-loyalty as investigated from various perspectives. Surveys of 406 online customers in China verified the model; SPSS and AMOS were used to analyze the data. The study findings revealed that perceived security had the strongest effect on trust, followed by customer satisfaction, which positively affected customer e-loyalty when shopping online. Perceived customer e-loyalty significantly influences repurchase intention and word of mouth in online shopping. Perceived enjoyment had a significant direct impact on customer e-loyalty, customer satisfaction, repurchases intention, and perceived value, respectively. Moreover, perceived value had a direct positive impact on customer satisfaction, customer loyalty, and word of mouth, respectively. Furthermore, perceived risk negatively affected e-Trust when using an online platform, and e-Trust positively affects perceived customer e-loyalty in online shopping. This study adds to what is known about consumer e-loyalty by looking at its causes using Brand Equity Theory and Expectancy Disconfirmation Theory. It also examines perceived security and perceived enjoyment as hedonic factors that determine attitudinal loyalty. The article identifies the necessary factors for fostering customer e-loyalty among Chinese online consumers. Recommendations are given to companies that intend to establish an online presence.

The increasing rise of mobile payment (m-payment) services in China demands academics explore the underlying aspects that determine their success rate. User emotions change M-payment systems since they immediately affect their money management methods. This paper creates a model to study the factors that affect how people accept m-payment by combining feelings of anxiety from Social Cognitive Theory (SCT), Regret Theory, and the Technology Acceptance Model (TAM). Based on an empirical study, this research included 577 users of Alipay and WeChat Pay, who were analyzed using SPSS. Adoption intention to use m-payment depends mostly on expected regret, followed by perceived usefulness (PU) and perceived ease of use (PEOU), while the influence of anxiety does not negatively influence the adoption of the m-payment system. This study emphasizes the important part expected remorse plays and the detrimental effects anxiety has on user acceptance and interaction with mobile payment systems.