An Empirical Study On C2C Online Shopping E-loyalty

With the development of Internet technology,C2C e-commerce in our country has made great development.According to statistics from CNNIC,in 2008 the C2C market scale reached 112.1 billion Yuan,increased by 140 percent compared with 2007.However, there are some questions in the rapid development process,such as low quality of service, low level of customer trust,less repeat purchase action and so on.Facing the good development opportunities and emerging issues,the C2C e-store operators who want to expand their businesses must consider in depth to improve customer loyalty and get long-term development.The purpose of this paper is set up a C2C e-commerce model under the impact of customer loyalty factor,giving some advises to the C2C e-store operators.For this purpose, after making the correlation analysis,I build an e-loyalty-driven model,and finally get the following conclusions:1,Customer Perceived Value has a significant positive impact on e-loyalty and is the most important factor of all factors.2,Customer Trust has a significant positive impact on e-loyalty,but the impact of Customer Trust is less than Customer Perceived Value.3,Conversion Cost has no significant effect on e-loyalty.4,Demographic Characteristics has no significant effect on e-loyalty.5,The frequency of customer online shopping has a significant impact on e-loyalty.At the end of the paper,I give some suggestions to the C2C e-store operators for how to win the e-loyalty and point out the shortcomings as well as the prospects for future research.