The Cohesive Model of Electronic Retail Brand Value

Abstract

It is the goal of this research to evaluate and compare several conceptual models that look at the linkages between e-quality retail's of service, trust, satisfaction, and e-consumer-based retail's equity of brand. Chinese online buyers were surveyed in a quantitative study. The suggested models' constructs were measured by means of a survey that made use of well-established scales. Alternate models were tested using the structural equation modeling (SEM) technique. Web design and customer service have been found to have a favorable impact on customer satisfaction, while the fulfillment and security aspects of e-retail quality have been found to affect consumer trust. Brand equity in consumer-based e-commerce is influenced by both trust and happiness, according to a new study. For e-tailers, this approach can help them better understand their customers' impressions of their brand. This study adds to the current knowledge on the antecedents of online consumer-based retail brand equity. In e-brand equity research, it is unusual to see different models of online consumer-based brand equity being proposed and tested, which adds value.