英文摘要 |
As Internet surges, several successful e-brands such as Google, eBay become a major force recently. However, still very few studies focus on in-depth review of e-brand personality. Thus, the purpose of this study first induces the composition of e-brand personality and find out the key factors of e-brand personality. In addition, this study tries to explore the e-brand personality for major e-brands in Taiwan, and discuss the possible competition or cooperation among these e-brands. This study analyzes 21 major e-brands to find out 6 key dimensions of e-brand personality, including trustworthiness, attraction, share, innovation, usefulness, and aggressiveness. Moreover, the result of the multidimensional scaling illustrates 4 types of e-brand personality mix among 21 major e-brands. Finally, based on 4 different type of e-brand personality mix, this study provides several in-depth discussions and implications for future e-brand management. |