A Research on Relationship Between Customer-Based E-Tail Brand Equity and Web-Market Outcomes

This study explores the cause-and-effect between customer-based e-tail brand equity and Web-market outcomes, and it is found that customer-based e-tail brand equity is the antecedent of Web-market outcomes. Based on literature review and in-depth interviews, a research mode was developed. The model that can be used to evaluate native e-tail brand equity from both customers´ perspective and market perspective. The former is composed of five dimensions such as loyalty, perceived quality, experience, trust and awareness, and a mechanism was formed to explain the relationship among them. The latter includes click-through rate, stickness, revisiting rate, real payment. Based on those results, this study offers some practical and academic applications on Chinese native e-tail brand equity management and further theoretical research.