Consumer Loyalty ——A Case Study ofApparel Stores on Taobao Abstract: During recent years, China’s on-line shopping business has bloomed tremendously. Taobao, as the largest Chinese online auction company at present, shares twice as large market as eBay’s, which used to be dominant in the Chinese market. And the consumer to consumer (orC2C) apparel stores, which have taken up the largest part of all e-shops on Taobao, have attracted more and more customers every minute. The on-line shopping, which provides a new transaction method between the sellers and the customers. To manage this wholly new mode of transaction, it seems to be necessary for all the C2C e-store clothes sellers to understand the advantages and disadvantages of apparel stores operation on Taobao and discover the secret for successful operation. To keep and have customer’s loyalty is becoming the most important for those apparel stores on Taobao. Because of the differences between traditional commerce environment and the on-line commerce environment, it is more demanding and complex for the owners of apparel stores on Taobao to raise and retain customer loyalty. This article aims to introduce the features and the determinant factors of customer loyalty, and tries to suggest some effective countermeasures of successful customer loyalty management through a case study of a representative apparel store on Taobao.Key words: E-commerce, Taobao, C2C, Consumer Loyalty, Consumer satisfaction 毕业设计（论文）原创性声明和使用授权说明原创性声明本人郑重承诺：所呈交的毕业设计（论文），是我个人在指导老师的指导下进行的讨论工作及取得的成果。尽我所知，除文中特别加以标注和致谢的地方外，不包含其他人或组织已经发表或公布过的讨论成果，也不包含我为获得 及其它教育机构的学位或学历而使用过的材料。对...
