A Study of On-Line Bookstore of Network Externality, Brand Equity and Customer Equity

• Main Authors: Shih Yu-Ching, 施玉情
• Other Authors: Cheng Hua-Ching
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/15024033581697173414

碩士 === 大葉大學 === 事業經營研究所 === 95 === As time goes by, the internet grows that changes the customer behavior to electron. In this study, I propose that two varies of brand equity and customer equity, and examine their effects on network externality and than influences the business performance. The research design is online bookstore. The findings of the study are as follows： Network externality generates a positive impact on brand equity and customer eq-uity. Network externality has indirect influence on business performance. It is a positive linkage between brand equity, customer equity. Furthermore, the effect of customer equity on online bookstore than the effect of brand equity. Brand equity and customer equity have significant influence on business performance. It also finds that a positive linkage between brand equity, customer equity and business performance. Making summary of the study that suggests that the higher the brand equity and customer equity are, regarding the online bookstore in the network externality market, can cause its business performance promotion. Then, from a managerial point of view, it will help to more increase business performance.