Research On The Influence Of B2C E - Commerce Service Quality On Website Brand Assets

As a new business model, B2C electronic commerce has been achieved rapid development in recent years. However, the low quality of Chinese electronic commerce’s service has restricted its development. At the same time, the virtuality and risk of electronic commerce highlight the importance of website brand equity, which significantly reduce consumer’s perceived risk and improve the comfortable degree of purchase. Customers-perceiving electronic service quality significantly influences consumer’s cognition and evaluation of website, which further influences website band equity. Previous research results of service quality and brand equity are not suitable for electronic commerce companies for its properties, so the study of electronic service and website brand equity is necessary.This thesis reviewed former literature and summarized the research result of different scholars on service quality, electronic service quality, brand equity and website brand equity. Based on literature, electronic service quality can be divided into5dimensionalities, including using of site, security and privacy service reliability, site reactivity and customer care; website brand equity can be divided into4dimensionalities, including perceived quality, brand awareness, brand trust and brand loyalty. On the basis of these efforts, this paper tries to figure out the influence of electronic service quality on website brand equity. With the help of the past research results on electronic service quality and website equity, author established and validated the hypothesis model through empirical research method.The result of this thesis shows that:(1) Security and privacy service reliability, site reactivity and customer care have positive influence on perceived equality, using of site has no positive influence;(2) Using of site, security and privacy service reliability, customer care and site reactivity have positive influence on brand awareness;(3) Security and privacy, service reliability and site reactivity have positive influence on brand trust, but using of site and customer care have no positive influence;(4) Using of site, security and privacy service reliability, site reactivity and customer care have positive influence on brand loyalty.This article’s major contribution further discusses the influence of B2C electronic service quality on website brand equity. The result of this thesis provides more effective advices for company to make more appropriate management proposal.