An Empirical Study On The Factors Influencing B2C Shopping Site’s Brand Equity Based On The Customer Perspective

After ten years of development, the Internet has become an indispensable part of people’s life. The popularity of the Internet promoting rapid development of online shopping has become an irresistible trend. During the process, online shopping also constantly undergoing some change, the development of hot spots turn from C2C, B2B gradually shifted to the B2C. The low cost of Internet transactions, the diversification of sources of information,which makes the price competition between the websites more intense and the profit margins more limited. However, brands can help a website to get a premium. The long tail effect of the network economy and the Matthew effect makes the importance of brand equity has become increasingly prominent, as there’s no spatial distance. At the present, B2C shopping sites show the new features of SNS-oriented, department store-oriented, platform-oriented, brand and customer relationship have become a vital component of brand assets.Based on the study of related literatures both domestic and overseas, this study analyzed the situation and development trend of the theory of brand, brand equity theory, theory of relationship marketing, B2C website brands, teased out a more systematic study context,found the defects of which the existing research have and new research directions and areas. Relationship paradigm is used to study the impact factor of the B2C website brand equity in the customer perspective, and this study established a B2C website of brand equity affect elements pyramid model in the customer perspective, the development of a measure designed measurement scales and questionnaires, the use of statistical software in carrying out structural equation model.The innovation of this study is mainly reflected in the following aspects:Firstly, the study studied the impact factor of B2C shopping site brand equity from the customers’ perspective, it also blended the relationship value and trust-commitment theory in, constructed a conceptual model based on customer perception, customer relationships and customer behavior, designed a multi-dimensional measurement scale. Secondly, relationship paradigm is used to study the impact factor of the B2C website brand equity, innovative introducted relationship variables as social experience, brand attachment, for relationship value plays an increasingly important role in the B2C shopping site. Last but not the least,it built a B2C website brand assets affect elements pyramid model from customer perspective using structural equation modeling, and corrected the significance of past relationship value in the B2C shopping site.