Analysis on influential Factors of Network Brand in Electronic Commerce

摘要

Many factors in the context of internet,for example,customer's 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.