A Study On Effect Factors Of Shopping Website Brand Equity

In recent years, with the number of domestic Internet companies listed overseas, the domestic e-commerce website brand grows rapidly. Brand in internet become a hot research, which covers two popular areas:online marketing and brand marketing. The purpose of this paper is to study the formation mechanism of website brand equity and influence factors.Based on literature review and depth interviews, this study developed a more systematic model of website brand equity, which including the measurement dimensions and the antecedents of websites brand equity. The website brand equity is composed of four dimensions e.g. loyalty, perceived quality, trust and awareness, and a mechanism is formed to explain the relationship among them. We selected four factors:website design, product information, customer services and support, fulfillment as the antecedents of website brand equity. This study offers some practical and academic applications on website brand equity management and further theoretical research.This study consists of two phase, first, The purpose and significance of this study are defined. We also reviewed relevant research related to brand equity research and website brand equity. This paper proposes a theoretical model of the effects mechanism of shopping website brand equity from customer’s aspect. In this phrase we lays a theoretical foundation of this study. Second, Then we make an empirical analysis of the model with data in the well-known B2C e-commerce website which are selected as the sample. Through statistical analysis, brand-building recommendations are made for e-commerce site management.