A study on the operation mechanism of website brand equity based on S-O-R paradigm

Brand in internet is a hot topic in recent years. Products and services in virtual market become more homogeneous, website brand is an important way to achieve differentiation and win competitive advantage. However it lacks empirical research about how website brand influences consumer purchase intention. A website brand equity model is built on the related theory of online marketing and brand equity as well as the S-O-R paradigm, and data of 187 online consumers collected in Hangzhou is used to examine the model. The main conclusions are as follows, Emotional connection, online experience, responsive service nature, trust and fulfillment can reflect the value of website brand, they significantly affects consumer perceived value; Consumer perceived value is a direct predictor of online purchase intention, and it´s a mediating factor in relation of website brand equity and online purchase intention. The research conclusions have important implications for online retailers in building website brand.