An important issue related to e-commerce is what factors will enhance consumer loyalty to a website. To date there is not much empirical research that has been conducted on loyalty issues in the Internet shopping environment. The author demonstrates the importance of rhetorical design elements in a website on customer loyalty. The goal of e-commerce is to persuade consumers to come back often, and stay longer. In fact, this is a necessity to increase and drive profits. The rhetorical framework proposes that the more persuasive elements companies can offer through the visual display of their...