The Research On The Influence Of Customer Experience On Brand Equity Of Shopping Website

With the rapid development of electronic commerce and the enhancement of customer’son-line shopping attitudes, online shopping developed fast in recent years. At the same time,along with the rise of experience economy, optimize the customer experience has become akind of important management means for modern enterprise to reduce the distance with theconsumer and a new weapon to gain competitive advantage. And optimize customerexperience is of great importance for today’s enterprises, especially the Internet onlineshopping sites.On the basis of in-depth study of the related literature in China and abroad, this studyanalyze the present situation and development trend of the customer experience, brand equity,website brand assets, as well as the relationship between customer experience and brandassets and so on. And we carried on the systematic study of research context, and we analyzethe defects and deficiencies to find a new research field. This study combed the relatedliterature of shopping website customer experience and shopping website brand equity,developed the measurement of shopping website customer experience factors, shoppingwebsite customer experience as well as shopping website brand assets, designed themeasuring scale and questionnaire, and used statistical analysis software to analyze thetheoretical model and collected survey data. The theoretical model of this study is divided intothree parts. In the first parts, the independent variable is shopping website customerexperience factors, which including product factors, transmitting factor and service factor. Inthe second parts, the intermediate variable is shopping website customer experience,including perception experience, emotional experience and social experience threedimensions. In the third parts, the dependent variable is shopping website brand assets,including brand awareness, perceived quality, brand trust and brand loyalty four dimensions.This study used the statistical software SPSS17.0and AMOS17.0, and used descriptivestatistics analysis, reliability analysis, validity analysis, correlation analysis and structuralequation model test to explore the influences that the shopping website customer experienceaffects on shopping website customer experience, as well as the relationship between shopping website customer experience and shopping network brand assets. According to theresearch conclusion, this study puts forward the corresponding marketing advice for theenterprises, especially the Internet shopping websites to improve customer experience andenhance the brand assets. At last, this paper discussed the study limitations and future researchdirections.