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　Electronic commerce is a paradigm shift which is radically changing the traditional way of doing business. However, B2C is still a small part of the overall retail market. This paper aims at investigating the limitations on B2C electronic commerce that have the po-tential to cap its growth rate and ultimate size.

　This study offers an overall model of customer loyalty consisting of some hypothe-sized causes (customer interface and perceived security), an intervening variable (customer satisfaction), and a moderating variable (switching costs). A comprehensive framework was developed based on previous researches.

　Data were collected from an online survey website, with a minority of responses from a parallel paper-based survey. Structural Equation Modeling (SEM) and regression analysis were undertaken to test the goodness of fit (of the model with the data) and the hypotheses. Fisher’s Z transformation is used to test for a moderating effect of switching cost on the relationship between customer satisfaction and loyalty.

　The research conclusions show that the two presumed antecedents of customer loy-alty- customer interface and perceived security- are positively associated with customer loyalty and the structural equation model of our proposed integrated framework shows a good fit with the data. Statistically significant associations are detected, compatible with five out of six hypotheses. For the non-significant relation between perceived security and switching costs, the results also suggest that the integrated security thinking is an important factor in elevating switching costs.

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