随着我国电子商务的快速发展，电子商务在经济与管理领域已经成为了新的研究热点。尽管我国电子商务发展迅速，但也遇到了许多问题，比如网络安全问题，顾客信任问题等，其中，电子商务环境下，特别是C2C 网络购物模式下普遍较低的顾客忠诚问题也成为了其中一个热点问题。鉴于此，本文借鉴国内外对电子商务网站顾客忠诚的研究现状，结合C2C网站及网购用户特性，构建了C2C网站顾客忠诚的驱动模型，以此来设计问卷。进行统计分析，从而对各个影响因素作了与态度E忠诚和行为E忠诚的统计分析，得出有正向显著影响的因素，以此提出一些培养网站顾客忠诚的实用的策略，希望对我国C2C网站的发展有一定帮助。
关键词：电子商务、C2C、E忠诚、影响因素
ABSTRACT
With the rapid development of ecommerce in china, ecommerce has become a new studying hotspot in the field of economy and management. despite the rapid development of ecommerce in china, ecommerce brings forward some new issues, e. g the internet safety, customer trust etc. ,one of which is the lower customer loyalty under the C2C ecommerce model.
View of research status of the customer loyalty in E-commerce sites at home and abroad and combined with the characteristics of C2C website, customer loyalty-driven model in C2C website was built in order to design the questionnaire. I can make regression analysis between various factors and attitudes and behavior E-loyalty and obtain the significant positive factors in order to put forward some practical strategies, which is hopeful to the development of C2C website in China.
Keywords: e-commerce, c2c, e-loyalty, factors
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