A Study On Effect Foctors Of B2C E-commerce Website Brand Value

With the popularity of the Internet, the rise of domestic e-commerce sites hassprung up and brand competition is intensifying, and B2C e-commerce Web sitetrends in brand building and sustaining brands are rendered. How to compete indomestic e-commerce market for B2C Corporation under the brand advantage in theInternet environment t has become economics and research focus of the intersectionof two disciplines of management integration.This article is intended to study B2C e-commerce web sites formationmechanism and influencing factors of brand value. Due to previous considers, thepaper combine with theory models and questionnaires so that it can effectivelydescribe that B2C Web site was built brand value collection of components andimpact factors of brand value model of progressive relations. Model is divided intoboth within and outside the II layer schema, and the within layer structure mainlyrefers to B2C website of constitute elements; this article uses brand knowledge, brandimage, brand trust and brand loyalty–these four dimension degrees as the coreconstitute elements of B2C website brand value, and it also combs the causalrelationships between these dimensions and research; outer structure mainly refers toB2C website brand value effect factors, this takes website construction, commodityinformation, customer service capacity and orders fulfilling–these four factors as theeffect factors of B2C website brand value, and furthermore study these factors’impacts on intrinsic dimension and affects to the B2C websites brand value.The first chapter describes the background research on the subject and itssignificance of choosing B2C websites brand value and both at home and abroad onbrand value of research situation; second chapter mainly describes B2C website brandvalue basic theory and based on predecessors model research, it make a summaryabout B2C website brand value constitute elements and effect factors; third chapter’smain description research model of building and its applying method, based onquestionnaire investigation, investigate validation questionnaire of feasibility, for latertext making base; fourth chapter is the main part, using SPSS and AMOS software fordata analysis, testing the rationality of empirical models to the test and producingfindings; the fifth chapter is to summarize the research findings and make policyrecommendations.