Abstract: In the absence of traditional customer loyalty factors such as trust, commitment, enterprise size and reputation, consumers still repeat patronage, positive word-of-mouth and recommendation to a singular web-store while so many web-stores providing the same or similar products. Based on Taobao consumer survey, this paper uses structural equation model and bootstrap analysis to analyze the mechanism of online involvement, perceived information overload and online switching cost on online customer loyalty. The results show that: with the rapid development of internet technology, online involvement, perceived information overload and online switching cost have increasingly prominent effects on online customer loyalty towards a singular web store, for all mechanisms of online customer loyalty, online customer inertia mediation is the critical path, providing a new perspective for the research of customer loyalty; from the behavior point of view, customer inertia is considered to be a spurious loyalty, however, from the attitude propensity perspective of online customer inertia, online customer loyalty behavior is still a real one and the embodiment of the experience economy.

Key words: online customer inertia, online customer loyalty, online involvement;perceived information overload;online switching cost