The Impact of Customer-Based E-tail Brand Equity on 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 customersȁ9; 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 between them. The latter includes click-through rate, stickness, revisiting rate.We employ two web-sites (Dangdang.com and Joyo.com) to check it.