An Empirical Analysis of Factors Influencing Customer Loyalty in Sichuan's Online Auto Sales in China

This study focuses on the key factors influencing consumers' decisions to purchase cars online in Sichuan Province during the digital era. Based on the Technology Acceptance Model (TAM), Social Exchange Theory (SET), and Expectation Confirmation Theory (ECT), we propose the Technology-Experience-Relationship (TER) theoretical framework. E-service quality (E-SQ), e-trust (E-T), perceived usefulness (PU), and perceived ease of use (PEOU) are introduced as variables to explore the relationship between customer satisfaction (C-SAT) and online loyalty (E-L). The empirical analysis conducted in Sichuan aims to address the issue of the low conversion rate of online sales and provide recommendations for the growth of the automotive industry.