Analysis on influential Factors of Network Brand in Electronic Commerce

摘要：

Many factors in the context of internet,for example,customers psychology and behavior,make the rapidly changing internet market full of crises. Faced of choosing consumer,the Internet companies which have the strong network brand can survive in the fierce competition. Analysis on influential factors of network brand in electronic commerce may help the companies to know well the essence of the network brand,and it can give some suggestions to companies for the creation and development of the network brand. The main purpose of my paper is to investigate influential factors of network brand;We will analyze influential factors of network brand and propose influential factors of network brand model on the basis of the theoretical analysis;finally we will take the on-line bookstore as the case to test the model.

关键词： Network brand network brand influence factor model Network brand awareness Network brand image

作者: Ren Licheng Yuan Lili

作者单位: Management School,Xian Jiaotong University,Xian,710049,China School of Economics & Management,Taiy School of Economics & Management,Taiyuan University of Science and Technology,Taiyuan 030024,China

会议类型: 国际会议

会议名称: The First International Conference on Management Innovation(ICMI 2007)(管理创新会议)

会议地点: 上海

会议语种:英文

页码: 602-608

在线出版日期: 2007-06-04（万方平台首次上网日期，不代表论文的发表时间）