Study On B2C E-Commerce Corporate Reputation Measurement From Customers Perspective

Along with the development of globalization, competition among enterprises becomes more and more intensive. Because it becomes more and more difficult for companies to differentiate their products, a growing number of companies have realized the importance of corporate reputation and its value. Establishing and managing corporate reputation are becoming the common voice of many companies. The measurement system of corporate reputation is the foundation of the research. In Past researches, some scholars have argued that corporate reputation can effect customer's behavior and promote their loyalty. So this dissertation focuses on how to measure corporate reputation from customers'point of view. The content of this dissertation includes three Parts: the indexes, their weight and the empirical study of Chinese B2C e-commerce enterprises.After reviewing the literatures in the field of corporate reputation research, this dissertation defines the concept of corporate reputation from customer's point of view .According to the definition of corporate reputation and taking into full consideration of the characteristics of Chinese e-commerce enterprise, we work out"the two dimensions model of B2C e-commerce corporate reputation form customers perspective", based on which, this dissertation builds"the impact factor model of B2C e-commerce corporate reputation". After the reliability analysis, validity analysis, factor analysis, correlation analysis by collecting data through questionnaire, we came to the conclusion revised, more comprehensive model of influencing factors. The model includes six factors: entrepreneurial capabilities and position, corporate appeal, employees and their working environment, product or service, shopping experience, social responsibility. In the index weight to determine, on an objective method of entropy empowered to calculate the weight of various factors, concluded that three B2C company's reputation index and the results have been given. Finally, the article summarizes the conclusions of the study and its application in the B2C e-commerce businesses, and further research was prospected.