Abstract:

The aim of this study is to determine the factors affecting electronic service brand equity. Within the context of this study, an electronic service site in book / magazine sector has been used. Survey sample size determined as 675 as a result of an electronic survey administered on selected web site’s customers. The reliability of Electronik Service Brands Equity scale that is being used in survey has been tested by Cronbach’s Alfa Method and the validity of scale has been tested by Factor Analysis. Then, hypotheses of survey have been tested by Multiple regression analysis and it has been determined that e-image, e-quality, e-loyalty, e-trust, e-awareness and e-value factors are effective on electronic service brand equity.

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