An Empirical Research of Consumer Loyalty Model in B2C Electronic Commerce

Consumers\´ loyalty is essential to the enterprises\´ success in e-commerce. In order to find out which factors have impact on consumer loyalty, a literature review was employed using content analysis and a "7C" model of consumer loyalty in B2C e-commerce was built. Then we did an empirical research to prove the reliability of the model. A questionnaire wad designed and data were collected for analysis using SPSS Windows Version 13.0. Statistical analyses employed in this study are description statistics, CFA, and reliability analysis. The model was modified according to the statistical results and proofed to be reliable.