Empirical Research On Brand Construction And Brand Equity Of B2C Websites

With the rapid development of E-commerce, B2C,as a kind of business modelwith better credit guarantee, standard operation, has won more and more customers’favor. Brand construction and management play a vital role in E-commerce, becausegood brand image can make B2C websites keep and attract a large number of loyalcustomers, improve their profitability. However, the B2C in our country is developingat this stage; many B2C websites don’t pay much attention to the construction ofbrand. In this context, research on brand equity has the vital significance.This paper has a review of brand equity theory progress and the latest theoreticalachievements on B2C research based on the paper review and theory analysis at homeand aboard, on the basis of the domestic and foreign research on brand and B2Ce-commerce, this paper constructs the B2C website brand equity and makes aempirical research. Firstly, this paper collects and sorts the dimension of brand equityin former scholar’s’ research, and determines7dimensions of B2C brand equity,including perceived quality, perceived value, customer satisfaction, brand image,brand loyalty, brand awareness and brand image, according to B2C theories, weredefine the7dimensions in brand equity; secondly, based on ACSI model and CBBEmodel, we give the hypothesis about the relationship among the7dimensions andbrand equity, and construct the B2C brand equity model; thirdly, we design thequestionnaire, and do survey in college students and young white-collar workers,collect the data, and use SPSS and Smart PLS software to do confirmatory analysis;At last,according to the results of the data processing, we draw relevant conclusionsand give several management advice.The result shows that perceived quality, perceived value, customer satisfaction,brand loyalty and brand association have positive significant effect on brand equity,while brand image and brand awareness don’t have positive significant effect on brandequity. Therefore, in the first place, B2C website should pay attention to customers’perceived quality and value, as well as customers’ emotional experience in shopping;in the second place, we should pay attention to website construction, enhance thevisual effect of the website, and focus on the positive attitude from customer towardswebsite; the last but important, website should value the tracking of customersatisfaction and loyalty, take advantage of the convenient data mining conditions, obtain the potential customer satisfaction and loyalty information, continuouslyimprove the service level of the site and the product quality.At the end of the paper, we point out the limitations in this study and the futuredirection in this field.