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Consumer Loyalty ——A Case Study of Apparel Stores on Taobao Abstract: During recent years, China’s on-line shopping business has bloomed tremendously. Taobao, as the largest Chinese online auction company 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 e-shops on Taobao, have attracted more and more customers every minute. The on-line shopping, which provides a new transaction method between the sellers and the customers. To manage this wholl