Research On Brand Value Appraisal Method Of E-commerce Based On The View Of Customer

In the current context of economic globalization, market competition is no longer simply product competition or price competition, instead, it is brand competition. In terms of e-commerce which has been attached great importance to by the academia and business world due to its rapid development and enormous potential, it is of vital significance to establish competitive brand under the fickle Internet circumstances. Moreover, appraisal of brand value is conducive to the prediction of development trend of brand. Based on the fact that consumer is the source of brand value, this thesis exams how to assess the brand value of e-commerce brand scientifically and effectively from the perspective of consumers in order to provide theoretical foundation for brand building.On the basis of reference to large amount of related literatures and consultation of experts, in this research, brand value appraisal indices of e-commerce are created from the perspective of consumers. Meantime small sample questionnaire survey and large sample questionnaire survey are implemented with questionnaires compiled in accordance with the indices.Exploratory factor analysis of the result data is conducted to confirm the credibility and validity of the questionnaires. On top of that, analytic hierarchy process is adopted to calculate index weight so as to construct a system of brand value appraisal indices of e-commerce. Fuzzy comprehensive evaluation is applied to create two methods of brand value appraisal of e-commerce and empirical analysis is carried out to verify the scientifically and feasibility of the methods. In the end, the limit of this research is pointed out as well as the direction of further research.The originality of the research lies in the fact that it fills in the theoretical blank with regard to methods of brand value appraisal in e-commerce, providing certain theoretical basis for competitive brand building in the industry. In addition, through the two appraisal methods of brand value based on consumers established in this research, horizontal and vertical comparison of brand value in e-commerce could be achieved.