B2c Website For Customers To Repeat Purchase Behavior Influenced On Brand Equity Research

The greater perceived risk in online shopping has highlighted the importance brand in virtual space. In cyber space, brand can provide greater trust and comfort than it does in a traditional environment. In recent years, B2C businesses have gained momentum; however, market competition has also become increasingly severe. Therefore, web brand equity has become an important source to differentiate the businesses offerings and help them gain a competitive advantage in the virtual market. And because of the characteristics of the network, the traditional brand equity theory can not adapt network enterprise. Therefore, it is necessary to research web brand equity.The purpose of this article is discussing the dimensions of B2C web brand equity and the effect that these dimensions worked on customer repurchase behavior. This article is based on brand equity theory and consumer behavior theory, after summarizing the related research of the predecessors about brand equity, customer perceived value, and customer repurchase behavior, this article discusses the dimensions of B2C web brand equity and the effect that these dimensions worked on customer repurchase behavior. From that, the author give two supposes. One is that the dimensions of web brand equity have positive effects on customer perceived valve. The other is that customer perceived value has a positive effect on customer repurchase behavior.The object of study in this paper is pure B2C web. Through the questionnaire way for empirical research, the paper proves the two supposes. There are three parts in the theoretical model:dependent variables, mediating variables and an independent variable. Dependent variables are the web brand equity; they include web awareness, online experience, web perceived quality, web trust, and service response. Mediating variable within customer perceived value. Independent variable is customer repurchase behavior. Through the outcome of data analysis, some important conclusions are as follows:(1) Web awareness, online experience, web perceived quality, web trust, and service response are the five dimensions of web brand equity. They have positive effects on customer perceived value. And they have positive effects on customer repurchase behavior.(2) Customer perceived value has a positive effect on customer repurchase behavior.(3) Customer perceived value mediates the relationships between web brand equity and customer repurchase behavior.At the end of the study, the results offer important implications for marketing practitioners. Limitations and future research are discussed at the conclusion of this paper.