The Customer Loyalty Research Based on B2C E-Commerce Sites

With the development of the Internet and the application of e-commerce, more and more consumers begin to consume online. In this paper, based on the theory of customer loyalty and combined with online shopping industry background and consumer decision-making factors on online shopping, we will do some research on customer loyalty in online shopping. In terms of customer value, customer satisfaction, and customer trust, and so on, this paper will build a theoretical model of online shopping customer loyalty, determine the major factors which affect network customer loyalty through empirical research, and know the mutual relationship between them.