| The convenience of online shopping is attracting more and more consumers to choose online channels to shop. But, as the new B2C website appearing quickly, and customers can change the shopping website with low cost, the B2C websites are difficult to keep customers. Enterprise can make strong brand equity to keep customers with the brand’s strength. Focusing the convenience of shopping online has been one of the most important features of sustomers’ behavior. It is significant to find the relationship between service convenience and website brand equity. It can help enterprise to enhance the customers perceived brand equity.The research has combined the literature of service convenience, customer satisfaction and website brand equity to summarize the relation between three variations. It has established the relationship theory model of the research, and then put forward research hypothesis. Based on the maturity scale and the features of B2C shopping, I have design the scale for the research. Then I begin the pre-servey, and the valid datas from pre-servey are analyzed by reliablitity and validity. Then I get the formal questionnaire and screen valid questionnaires. The datas are analyzed by SPSS 19.0, it shows that service convenience has significant positive influence on web brand equity; service convenience has significant positive influence on customer satisfaction; customer satisfaction has significant positive influence on website brand equity. And customer satisfaction can mediate the service convenience’s influence on website brand equity. The research proves that age, education level, salary and occupation other than gender have significant difference on reaearch variables.The research proves that service convenience has positive influence on website brand equity, basing on the influence on customer satisafaction. It has important marketing implications for the B2C website enterprise to enhance customers perceived brand equity. |
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