A Research About Online Store Reputation In The Relationship Marketing Perspective

Online store as one of important marketing place not only have lots of convenience and plenty of goods for consumers, but also provide favorite rooms for more business. For online store in dematerialized e-commerce, consumers face more risk and they are longing for much reliable information, so the online store reputation act as a dependable instruction. Reputation may be one of the key sources of competitive advantage. Which is a key factor for online store, what is the essence and function of online store reputation and how online store culture its online store reputation? The answers for above questions have crucial contribution for reputation theory and the practice of online store.Assuming that firms' assets result from flows of strategic actions, The present dissertation focuses on online store reputation and explores the tactics that could culture online store reputation which sampling from the TAOBAO website. As for a research in the relationship marketing perspective and based on S→B→P(tactics→-business resource→performance) paradigm,we do with a lot of literature and induce some important results that combine reputation and relationship marketing theory, then we have a series of survey and contents analysis, furthermore, we put up forward relationship marketing for culturing online store reputation and construct the research model and hypothesis. Finally,we make a statistics by SPSS and analyze the figure results. as a whole ,we can assure that are supposed to come some conclusions with the empirical on the 161 valid samples from the TAOBAO website 1500 online store.In the first, the tactic domain of communication and relationship investment as impacting on online store reputation significantly could be operate independently and dependently. The tactic category of one-way communication, product investment, service investment and symbol investment as the online store designing choice set could be impacting on reputation significantly.On the second, the tactics frame of online store reputation could be more effectively as a culturing reputation theory on the context of Internet. The tactic of communication and relationship investment as impacting on online store reputation significantly could be effectively in the more mature brand but not in little mature brand and have nothing with extent of focus.Thirdly, the tactics of communication and relationship investment as impacting on online store reputation significantly could had an effectively function on sale and Internet word of mouth because online store reputation has more something with it.As a research about tactics theory and sampling with online store businesses, the dissertation show up three worthy of concerned: (1) We sample in the TAOBAO website that is the most mighty online purchase web in the Asia and put up with the key conclusion that online store reputation has impact on sale and Internet word of mouth significantly. We succeed the theory that reputation is the critical strategic resource and extend it in the online context. (2) We test the hypothesis with empirical in which combine the business behavior data with the present data on the web and not only brought forth but also verify the tactic sets of impacting on online store reputation significantly from three level. (3) We test ever level-tactics in the different operation context of online store in which including brand mature and the degree of operation intensity.The positive impact of a good reputation on a firm's commercial viability goes without saying. However, in the world of bricks and mortar, it may take years, or even generations to build a name synonymous with quality and reliability. Online store that act as a new and important place in which product circulate take up a good looking since 2003 in China but the theory about online store of us is lagging behind 10 years comparative to developed country's. Online store reputation which could transfer credible message to consumers is a rare strategy-resource for enterprise to culture sustainly competitive advantage and advance performance. In the fast paced world of web-based business, reputation is a crucial intangible asset. Indeed, there is substantial room for the growth of B2C online store once the major obstacles like reputation theory imperfection are overcome in China, which is coming to us. On a whole,the research has more contribution for the reputation theory development in the Internet context and some instructions to online store practice.