A Research on Brand-Recognition Dimensions of Online Store

Author

Li, Ding Ding ; Wang, Li

Author_Institution

Coll. of Teacher Educ., Ningbo Univ., Ningbo, China

fYear

2011

fDate

12-14 Aug. 2011

Firstpage

1

Lastpage

4

Abstract

Online store brand recognition refers the global senses of shop functional attributes and affective properties formed by the consumers according to their own psychological characteristics, namely overall feeling to the online store brand image.In order to construct the dimensions of brand-recognition of on-line store and drawn up corresponding questionnaires as well, This paper formed prediction questionnaire by using the method of interview and literature review. Through the analysis on exploratory factor of the preliminary questionnaire,a formal questionnaire including 6 factors from 28 items was built, and the 6 factors were produced:credit degree, distribution performance, social relations, practicality, credibility, design style and service quality. It was proved that the dimensions,reliability and validity of Online Store Brand-recognition questionnaire meets the need of psychometrics.

Keywords

Internet; consumer behaviour; retail data processing; brand recognition; credibility; credit degree; design style; distribution performance; online store brand image; practicality; psychological characteristics; psychometrics; service quality; shop functional attributes; social relations; Educational institutions; Electronic commerce; Internet; Psychology; Quality of service; Reliability; Safety;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science (MASS), 2011 International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-6579-8

Type

conf

DOI

10.1109/ICMSS.2011.5998968

Filename

5998968