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- W3136017772 abstract "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." @default.
- W3136017772 created "2021-03-29" @default.
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- W3136017772 date "2020-12-06" @default.
- W3136017772 modified "2023-10-18" @default.
- W3136017772 title "Understanding Drivers of B2C Web Equity" @default.
- W3136017772 cites W2023977558 @default.
- W3136017772 doi "https://doi.org/10.1109/isas49493.2020.9378878" @default.
- W3136017772 hasPublicationYear "2020" @default.
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