| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 100 === This paper is an exploratory study which takes consumers’ perspectives to investigate online seller’s brand equity. We conducted a literature reviewing and gathered qualitative and quantitative data in order to define the domain of online seller’s brand equity and verify this construct. With respect to the measurement of online seller’s brand equity, we referred to results of consumer interview and studies of Aaker (1996) and Park, Jaworski & Maclnnis (1986). The results indicated that online seller’s brand equity is a higher-order construct which includes six lower-order constucts, price effect, loyalty, intuitive quality, popularity, brand awareness and brand image. The findings of this study could be used as a reference for further studies of online brand equity.
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