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利用关系范式研究顾客视角下的B2C网站品牌资产影响要素有重要意义。顾客视角下B2C网站品牌资产影响要素金字塔模型。社交体验及关系价值对B2C购物网站品牌资产有着重要意义,品牌资产包括顾客感知和顾客行为两个层面。
It is of great significance to use the paradigm of relationship to study the influence factors of brand equity of B2C websites from the perspective of customers. The Pyramid Model of Influencing Factors of Brand Asset of B2C Website from Customer Perspective. The social experience and the relationship value are of great significance to the brand equity of the B2C shopping website. The brand equity includes two aspects: customer perception and customer behavior.