【正文】 on for my choice of this apparel store is that it has quite good customer service and perfect after sale service. For such a paratively largescale apparel store with only five customers plained about the customer 12 service, which is a rather low percentage. During my survey process, there are usually many buyers who give high praise of the owner‘s strong sense of responsibility. An example is that one consumer in Beijing bought a piece of down and feather garment valued more than 800 RMB at this shop nearly the end of 2020, and unfortunately this piece of garment was lost during the logistics process. And the logistics are not willing to take up the responsibility while this owner would like to be responsible for the total loss and make up the loss to the buyer as soon as he know this incident. Thus, this is a treasurable virtue that fewer sellers would have and a virtue that will do good to customer loyalty building. Secret to the Success of this Apparel Store through Analysis Although this apparel store is not the most successful store, it runs among the most hopeful to be the be。t sell the same but rather ancillary or plementary 4. A Case Study of the Specific Apparel Store on Taobao Brief Introduction to Taobao and its Status Quo Taobao () is the first advanced and most successful personal emerce platform, financed by B2B website Alibaba and found on 10th, May, 2020. Its logo is ―No product is unavailable and no product is unsold.‖ And Taobao has highlighted the belief that integrity is above all other things. The main products it runs goes in madeups, clothes, mobile phones, software, digital equipment, furniture, books, foods and so on. There are different types of shopping on the Inter and, of course, they have their own jargon: B2B (Business to Business), B2C (Business to Customer) and C2C (Customer to Customer.)Just in China. Still, it39。 Darden amp。s petitive marketplace, customer loyalty is serious business. And apparel stores, as the largest ponent of the whole Taobao and the main profit contributors, have to spare no effort to raise and maintain customer loyalty under the unique electronic merce environment. In this article, the author first explains the definition of key concept of the paper, and then introduces related theory which will be used in the article and offer detailed information about the decisive factors in customer loyalty evaluation. To further analyze the importance of customer loyalty in the operation of apparel stores on Taobao, a case study of a specific and representative apparel store help to find out the secret to the success of the specific apparel store. Later, through the detailed analysis of the advantages and disadvantages of apparel store operation on Taobao, suggested measures for the improvement of consumer loyalty is provided for the apparel stores on Taobao. 2. Definition of Key Concepts Definition of Emerce and C2C Emerce Electronic merce, monly known as emerce or emerce, consists of the buying and selling of products or services over electronic systems such as the Inter and other puter A large of variety of merce is conducted on line including supply chain management, Inter marketing, online transaction processing, electronic data interchange (or EDI), inventory management systems, and automated data collection systems. And electronic merce trade has been growing extraordinarily during these years with widespread Inter popularity. Modern electronic merce typically uses the World Wide Web at least at some point in the 1 2 transaction39。為了更好的利用這種新興的經(jīng)營(yíng)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(shì)以及 明白成功的經(jīng)營(yíng)淘寶服裝店的奧秘所在。 涉密論文按學(xué)校規(guī)定處理。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。對(duì)本研究提供過(guò)幫助和做出過(guò)貢獻(xiàn)的個(gè)人或集體，均已在文中作了明確的說(shuō)明并表示了謝意。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(guò)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(guò)的材料。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。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(kù)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。 C2C 網(wǎng)上購(gòu)物給 了消費(fèi)者 一 種新的交易模式。 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(chéng)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..................................