Understanding Drivers of B2C Web Equity

被引：0
|
作者：
Su, Rongjia [1 ]
Liang, Dianjie [2 ]
机构：
[1] Sichuan Univ, Coll Int Studies, Chengdu, Peoples R China
[2] Nottingham Trent Univ, Nottingham Business Sch, Nottingham, England
来源：
2020 INTERNATIONAL SYMPOSIUM ON AUTONOMOUS SYSTEMS (ISAS) | 2020年
关键词：
B2C web equity; interactivity; order fulfillment; marketing communication; INTERNET; TRUST;
D O I：
10.1109/ISAS49493.2020.9378878
中图分类号：
TP3 [计算技术、计算机技术];
学科分类号：
0812 ;
摘要：
This paper presents a literature review of drivers of B2C web equity. Given the characteristics of B2C websites and the behavioral features of online consumers, this article identifies website security, website design, interactivity, order fulfillment and marketing communication as primary factors affecting B2C web equity. Theoretical and empirical models pertinent to B2C web equity are presented. Analysis is conducted on each driver to show the effect on web equity. Theoretical findings of this study can provide insights into the practical measures that can be adopted by B2C websites to build and enhance brand equity.
引用
收藏
页码：234 / 238
页数：5
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