A Study On Customer-Based Brand Equity Of Online Retailers For Promoting Brand

With the rapid development of Internet in recent years, network economy has become mature increasingly, the network has gradually become the main channel of consumer shopping. Many electronic retailers rise rapidly, and the network shopping market competition is increasingly fierce. The network virtual property often make consumers rely on brands to choose online retailers.Therefore, development of the brand has become the online commerce and all companies the important means to achieve sustained competitive advantage in the fiercely competitive market. However academia of brand equity and it’s elements mainly on traditional product. Regarding the network brand, only a minority of scholars made a limited attempt about the website brand equity on the basis of traditional research, and there are big differences of the results of the study. So this study will make electronic retailers as the research object, and study the formation mechanism and influencing factors of brand equity based on customer perspective.Based on the literature of brand equity and in-depth interviews of online customers, this paper builds a more system model of the brand equity of online retailers, including brand equity dimensions and its front affecting factors. Model is divided into two parts:the first, the paper puts forward the brand equity of online retailers consisting of five dimensions, which are brand awareness, brand experience, perceived quality, brand trust and brand loyalty, and that there is orderly causal relationship between these dimensions;Second, the paper puts forward the three main factors influencing the brand equity of online retailers, including the design of web site, product information, the quality of online retailer’s service and support, and make the specific empirical research on how these three factors affect brand equity of online retailers.The paper does descriptive analysis, the reliability analysis, validity analysis, correlation and regression analysis on the investigation data through SPSS20.0, get the following conclusions:1. The brand awareness, brand experience, perceived quality, brand trust and brand loyalty can better explain the brand equity of online retailers based on the customer perspective; 2.The five dimensions also exist orderly causality. The first, three dimensions (brand awareness, brand experience, perceived quality)have significantly positive effects on brand trust and brand loyalty;second, brand trust has a significant positive effect on brand loyalty, and brand trust plays partial intermediary role; 3. In terms of three influence factors, the design of website and the quality of service and support have varying degrees of positive influence on the brand awareness, brand experience, perceived quality, brand trust, and the quality of service and support has a greater influence on these, in addition, the product information will be positive influence perceived quality and brand trust. Finally, the paper gives the strategies about promoting of brand equity for online retailers according to the research conclusion.