The core benefits of online shopping platforms are traffic and conversion. Customer loyalty can effectively increase the number of website users and cash flow, and expand market share. However, previous studies on online shopping platforms seldom discussed the factors affecting customer loyalty of consumers' perceptions of page aesthetic design. Therefore, this study intends to further explore the relationship between aesthetic percep-tion and customer loyalty. In addition, in order to adapt to the characteristics of modern consumers, perceived ease of use and perceived interest are important factors for the success of online shopping platforms, so this study positions them as mediating variables. The use of customer relationship management may interfere with consumers' perceived ease of use and loyalty, so this study considers customer relationship management as a disturbing variable.
In this study, questionnaires were distributed on the Internet through the question-naire survey method, and the survey was conducted on consumers who had purchased goods from Shopee within one year, and a total of 312 consumers were collected as re-search samples. The empirical results show that under the influence of aesthetic percep-tion on customer loyalty, it is found that aesthetic perception will positively affect cus-tomer loyalty and customer relationship management through perceived ease of use and perceived fun, and customer relationship management will positively interfere with per-ceived ease of use and customer loyalty. The results of this research take providing online shopping platform operators as an important theoretical and management implica-tion.
