【正文】 I Consumer Loyalty —— A Case Study of Apparel Stores on Taobao Abstract: During recent years, China‘s online shopping business has bloomed tremendously. Taobao, as the largest Chinese online auction pany 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 eshops on Taobao, have attracted more and more customers every minute. The online 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 estore 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 being the most important for those apparel stores on Taobao. Because of the differences between traditional merce environment and the online merce environment, it is more demanding and plex 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: Emerce, Taobao, C2C, Consumer Loyalty, Consumer satisfaction II 畢業(yè)設(shè)計(jì)（論文）原創(chuàng)性聲明和使用授權(quán)說明 原創(chuàng)性聲明 本人鄭重承諾：所呈交的畢業(yè)設(shè)計(jì)（論文），是我個(gè)人在指導(dǎo)教師的指導(dǎo)下進(jìn)行的研究工作及取得的成果。盡我所知，除文中特別加以標(biāo)注和致謝的地方外，不包含其他人或組織已經(jīng)發(fā)表或公布過的研究成果，也不包含我為獲得 及其它教育機(jī)構(gòu)的學(xué)位或?qū)W歷而使用過的材料。對(duì)本研究提供過幫助和做出過貢獻(xiàn)的個(gè)人或集體，均已在文中作了明確的說明并表示了謝意。 作 者 簽 名： 日 期： 指導(dǎo)教師簽名： 日 期： 使用授權(quán)說明 本人完全了解 大學(xué)關(guān)于收集、保存、使用畢業(yè)設(shè)計(jì)（論文）的規(guī)定，即：按照學(xué)校要求提交畢業(yè)設(shè)計(jì)（論文）的印刷本和電子版本；學(xué)校有權(quán)保存畢業(yè)設(shè)計(jì)（論文）的印刷本和電子版，并提供目錄檢索與閱覽服務(wù)；學(xué)?？梢圆捎糜坝　⒖s印、數(shù)字化或其它復(fù)制手段保存論文；在不以贏利為目的前提下，學(xué)校可以公布論文的部分或全部內(nèi)容。 作者簽名： 日 期： III 學(xué)位論文原創(chuàng)性聲明 本人鄭重聲明：所呈交 的論文是本人在導(dǎo)師的指導(dǎo)下獨(dú)立進(jìn)行研究所取得的研究成果。除了文中特別加以標(biāo)注引用的內(nèi)容外，本論文不包含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫的成果作品。對(duì)本文的研究做出重要貢獻(xiàn)的個(gè)人和集體，均已在文中以明確方式標(biāo)明。本人完全意識(shí)到本聲明的法律后果由本人承擔(dān)。 作者簽名： 日期： 年 月 日 學(xué)位論文版權(quán)使用授權(quán)書 本學(xué)位論文作者完全了解學(xué)校有關(guān)保留、使用學(xué)位論文的規(guī)定，同意學(xué)校保留并向國家有關(guān)部門或機(jī)構(gòu)送交論文的復(fù)印件和電子版，允許論文被查閱和借閱。本人授權(quán) 大學(xué)可以將 本學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進(jìn)行檢索，可以采用影印、縮印或掃描等復(fù)制手段保存和匯編本學(xué)位論文。 涉密論文按學(xué)校規(guī)定處理。 作者簽名： 日期： 年 月 日 導(dǎo)師簽名： 日期： 年 月 日 IV 顧客忠誠度 —— 對(duì)淘寶服飾店的案例研究 摘 要 ： 伴隨著國際網(wǎng)絡(luò)的迅猛發(fā)展，近年來網(wǎng)上購物也蓬勃發(fā)展 起 來。淘寶是當(dāng)前中國最大的網(wǎng)上購物中介公司， 而服裝店在所有淘寶店鋪中占了最大的比重，并且每分鐘都有越來越多的消費(fèi)者在淘寶購買衣服。 C2C 網(wǎng)上購物給 了消費(fèi)者 一 種新的交易模式。為了更好的利用這種新興的經(jīng)營模式，從事服裝的 C2C賣家 有必要清楚知道網(wǎng)上交易的優(yōu)劣勢以及 明白成功的經(jīng)營淘寶服裝店的奧秘所在。因?yàn)?傳統(tǒng)購物環(huán)境和網(wǎng)上購物環(huán)境有著許多的不同之處，淘寶上的服飾經(jīng)營者 們也就更難提高和保持顧客的購物忠誠度。這篇文章目的就在于介紹顧客忠誠的特點(diǎn)及其決定因素并且通過對(duì)一家具有代表性的服飾店的案例分析對(duì)成功的顧客忠誠管理提出有效的方法及建議。 關(guān)鍵字 ： 電子商務(wù) 淘寶 消費(fèi)者對(duì)消費(fèi)者電子商務(wù) 顧客忠誠度 客戶滿意度 CONTENTS V Abstract: ............................................................................................................................ I 摘 要 ............................................................................................................................. IV 1. Introduction ................................................................................................................... 1 2. Definition of Key Concepts ............................................................................................. 1 Definition of Emerce and C2C Emerce ...................................................... 1 Definition of Consumer Satisfaction......................................................................... 2 Definition of Consumer Loyalty .............................................................................. 2 Distinction between Customer Satisfaction and Customer Loyalty ............................... 3 3. Related Theory and Decisive Factors in Consumer Loyalty Evaluation.................................. 4 Social Network Theory........................................................................................... 4 Consumers‘ Behavioral Intention Theory .................................................................. 5 4. A Case Study of the Specific Apparel Store on Taobao ....................................................... 9 Brief Introduction to Taobao and its Status Quo ......................................................... 9 Brief introduction to the specific apparel store ......................................................... 10 Reasons for Choosing the Apparel Store and How it Succeeds................................... 10 Secret to the Success of this Apparel Store through Analysis ..................................... 12 5. Advantages and disadvantages of apparel store operation on Taobao ................................... 12 Advantages ......................................................................................................... 12 Disadvantages ..................................................................................................... 15 6. Measures for improvement of Consumer Loyalty of the apparel stores on Taobao................. 17 7. Conclusion .................................................................................................................. 19 Reference ....................................................................................................................... 20 ACKNOWLEDGEMENTS............................................................................................... 21 1 1. Introduction With the rapid growth of international work, China‘s C2C electronic market has been flourishing in recent years. Taobao shares twice as large market as eBay‘s, which used to be dominant in the Chinese market. People can buy whatev