Based On Website Brand Equity To The Influence Of Customer Loyalty

The Internet technology to popularize the rapidly changing people's lifestyles and consumption habits, and expansion of existing marketing and brand management were also proposed a new challenge. Under the network environment, the consumer behavior characteristic research and brand management by more and more attention is becoming today's network marketing is the hot issue. This study aims to explore in e-commerce website of brand assets to consumer's network customer loyalty influence.In the review of existing literature and referencing past research results are put forward, based on this research the theoretical model and assumptions, including the research theory model divide the following parts: (1) website brand assets as independent variables, points, online experience, emotional ties service response, trust, perform five dimensions, (2) network guests' perceptive value as intermediary variable function value, emotional, points out three aspects of value and society value, (3) direct impact on customer loyalty precursor factors relation quality as intermediary variable, customer satisfaction and customer trust two dimension. (4) brand assets as external control variables, take its brand awareness and perceived quality and brand loyalty three dimensions. (5) network customer loyalty as the dependent variable.This study to students and first-year office worker as the main body to investigate object, recycling valid questionnaires were 204 copies. Through SPSS18.0 processing of data, analyze, and the validation studies model and assumptions, get research conclusions are as follows:1. The website of brand assets of customer perceptive value has remarkable effect on the specific performance: performance and online experiences influence function value, online experience, emotional ties, trust, perform influence emotional value, service response and trust influences social value.2. The guests' perceptive value in research site brand on customer loyalty role in the process to play mediating role.3. The relationship quality model as the precursor factors affecting customer loyalty, integral effect is not obvious. The specific performance customer satisfaction of customer loyalty influence is not significant, customer trust has significant effects on customer loyalty and perceptive value and customer loyalty between up intervening function.4. Product brand assets to guests' perceptive value existed notable effect. The specific performance: brand cognitive influence function value, perceived quality influence function value and emotional value, brand loyalty affect emotional value and social values. Based on the conclusion of the business operators marketing suggestion: (1) Strengthen shopping website construction and management, brand assets from the five dimensions, pertinently satisfy customer perceptive value and eventually wins the customer loyalty. (2) Emphasis on product of brand management, strong website brand needs strong product brand as the foundation.