A Research on Relationship between Customer-based E-tail Brand Equity and Web-market Outcomes

摘要：

This study explores the cause-and-effect between customer-based E-tail brand equity and web-market outcomes, and it is found that customer-based E-tail brand equity is the antecedent of web-market outcomes. Based on literature review and in-depth interviews, a research mode was developed. The model that can be used to evaluate native E-tail brand equity from both customers perspective and market perspective. The former is composed of five dimensions such as loyalty, perceived quality, experience, trust and awareness, and a mechanism was formed to explain the relationship among them. The latter includes click-through rate, stickness, revisiting rate, real payment. Based on those results, this study offers some practical and academic applications on Chinese native E-tail brand equity management and further theoretical research.

关键词： E-tail brand equity customer-based E-retail brand equity web-market outcomes

作者: GUAN Hui ZHANG Xiao-le DONG Da-hai

作者单位: School of Management, Dalian University of Technology. Dalian,P.R China, School of Management, Dalian University of Technology, Dalian,P.R.China

会议类型: 国际会议

会议名称: 第三届IEEE无线通讯、网络技术暨移动计算国际会议

会议地点: 上海

会议语种:英文

在线出版日期: 2007-09-21（万方平台首次上网日期，不代表论文的发表时间）