The Study Of Drivers Of B2C Web Equity And Its Influence On Online Purchase Intent

The greater perceived risk in online shopping has highlighted the importance of brand in virtual space. In cyber space, brand can provide greater trust and comfort than it does in a traditional environment. In recent years, B2C businesses have gained momentum; however, market competition has also become increasingly severe. Therefore, web equity has become an important source to differentiate these businesses offerings and help them gain a competitive advantage in the virtual market.This paper is aimed at exploring the drivers of B2C web equity and its influence on online purchase intent. There are three parts in the theoretical model: dependent variables, mediating variables and an independent variable. Dependent variables are the drivers of web equity; they include web security, web design, interactivity, order fulfillment and market communication. Mediating variables within web equity consist of three major dimensions:web awareness, online experience, and web trust. The independent variable is online purchase intent. Through empirical study, some important conclusions are as follows:(1) Web security, web design, interactivity, order fulfillment and market communication exert important influence on web equity:web security, order fulfillment and market communication have a positive effect on web awareness; web security, web design, interactivity, order fulfillment and market communication have a positive effect on online experience; web security, web design and order fulfillment have a positive effect on web trust.(2) Web equity mediates the effects of web equity drivers on online purchase intent:web awareness mediates the relationships between web security and order fulfillment at one end and online purchase intent at the other end; online experience mediates the relationship between web security, web design and order fulfillment at one end and online purchase intent at the other end; web trust mediates the relationship between web security, web design and order fulfillment at one end and online purchase intent at the other end. Understanding the drivers of B2C web equity and its influence on online purchase intent is of great theoretical and practical significance. The results offer important implications for marketing practitioners. Limitations and Future Research are discussed at the conclusion of this paper.