The research of brand equity on shopping website is more and more populor in recent years. customer behavior is clear influenced by the impact of customer value, while the brand equity on shopping wbesite depends on the customer value. This article aims to explore the relationship between customer value and service brand equity on shopping website.Based on shopping website, the theoretical study was conducted. Closed-loop relationship model of customer value and service brand equity on website was proposed, and an empirical test was made. Through interviews with online shoppers, combined with qualitative analysis, five dimensions of customer value , and four dimensions of the service brand equity on website were summarized. In which customer value on shopping website is not only independent variable but dependent variable, so does the service brand equity on website. the former include of functional value , experience value, economic value, and social value; the latter include of brand awareness,brand image, brand experience, and brand trust. and mediating variables for brand loyalty and service quality; degree of customer involvement network and economic factors is the moderator variables. On the basis of investigation and research, analysis and test of the impact of the paths between eachother were made. The results show that:(1) customer value and service brand equity on shopping website is clear influenced mutually, and both influence each other by mediating variable. The assumption of influence from moderator variables to relational model was partly verified. (2) The economic value and security value which on shopping website has a significant positive impact on service brand equity, and the impact are different; The impact of experience value and social value to services brand equity on shopping website did not achieve a significant test. (3) Brand experience and brand trust on shopping website have significant positive impact on customer value, and the impact of varying degrees; the impact of brand awareness on shoppping website to customer value did not achieve a significant test. This service brand reseach make up less than previous study on products brand, will be expanded to online shopping environment, and will provide a theoretical basis of service brand equity on shopping website. |