| Brand in internet is a hot topic in recent years, which covers two popular areas: online marketing and brand marketing. Brand plays a more important role in online shopping because of the characteristics of online environment and consumption behavior. The purpose of this study is to find out the way that website brand influence online shopping intention.There are four parts in the research model: independent variables website brand equity including emotional connection, online experience, responsive service, trust and fulfillment; mediator variable customer perceived value including functional, emotional and social value; dependent variable online shopping intention; control variable product brand equity including brand awareness/association and perceived quality.The study collects 187 questionnaires to process descriptive analysis, credibility and validity analysis, correlation analysis, regression analysis and ANOVA. The result shows that website brand equity influences online shopping intention through customer perceived value:(1) Website brand equity significantly influnces customer perceived value: online experience, responsive service, trust and fulfillment have positive effect on functional value; emotional connection, online experience and responsive service have positive effect on emotional value; emotional connection has positive effect on social value.(2) Customer perceived value significantly influences online shopping intention. It is a mediating factor in relation of website brand equity and online shopping intention.(3) There are significant differences in customer perceived value when product brand equity is different: brand awareness/association influences functional value; perceived quality influences functional, emotional and social value.Based on the conclusion, the study provides some marketing advices to managers of online shopping website about building website brand and utilizing product brand. |
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