The present study using previous and current e-cigarette consumers as the study subjects. To explore whether consumers of e-cigarettes in the green consumer self-identification, health awareness, perceived value, perceived risk and perceived price have an affect consumer attitudes, user satisfaction and customer loyalty. The study results found: After consumption, consumers' overall perceived value of e-cigarette products had a significant effect on their attitude toward use; When buying e-cigarettes, most consumers' attitude is that lower prices are preferable, but some consumers believe that good products should be purchased regardless of price; Consumers with a better attitude towards e-cigarette use were more positively satisfied, more likely to continue using the product, and more willing to recommend it to others.