Research on Customer Loyalty of B2C E-commerce Based on Structural Equation Modeling

This paper studied customer loyalty of B2C E-commerce by testing the hypotheses on six latent variables using the structural equation modeling method. Perceived value is discovered which it has no significant effect on the others. After correcting model, online shop image is obviously fundamental basis on online shopping expectations, purchasing experience, customer satisfaction and customer loyalty, and there are seven positive relationships accepted by the AMOS model. The results provide scientific evidence for improvement in customer loyalty of B2C E-commerce.