Based Shopping Site Characteristics Of The Brand Attitude On Brand Loyalty

To build website brand equity is a hot topic in recent years, which covers two popular areas: online marketing and brand marketing. it is wildly recognized that online consumption environment and the characteristics of online consumer behavior has a great influence on online purchase behavior, which make brand plays a more important role in online condition. Brand loyalty is a vital important factor in brand equity, and its impact became more severe when we mentioned to mature brand. Before the change of brand loyalty, brand attitude, which will be influenced by the characteristics of purchasing web, usually changed ahead.Based on formal literatures, we conclude that perceived ease of use, product information, website entertainment, web trust, customer support, website currency factors are usually influence customer attitude, purchase intent and purchase behavior. There are 4 components in my research model: independent factor website characteristics, mediating factor website brand attitude, dependent factor website brand loyalty, and moderate factor brand involvement.Research has received 181 questionnaires to process statistic analysis including description analysis, correlation analysis, 回å½'系数 analysis, and ANOVA.Empirical study has found that all six factors of website characteristics have positive relations with website brand attitude and website brand loyalty. Website brand attitude also has a positive relation with website brand loyalty. Website brand attitude is a mediating factor in relation of perceived ease of use, product information, website trust, currency influence website loyalty. But two factors website entertainment and customer support didn't get into website brand loyalty 回å½'系数 function. An explanation of this situation is that this two factors influence brand loyalty according to other mediating factors. The degrees of the rest four factors influence website brand loyalty are also different. Comparatively perceived ease of use has the most significant influence to website brand loyalty, and then is product currency, website trust is ranked third and product information is ranked last. The result of this research has a significant meaning to guide the build of website brand loyalty.