A Research on Brand-Recognition Dimensions of Online Store

Online store brand recognition refers the global senses of shop functional attributes and affective properties formed by the consumers according to their own psychological characteristics, namely overall feeling to the online store brand image.In order to construct the dimensions of brand-recognition of on-line store and drawn up corresponding questionnaires as well, This paper formed prediction questionnaire by using the method of interview and literature review. Through the analysis on exploratory factor of the prelim inary questionnaire,a formal questionnaire including 6 factors from 28 items was built, and the 6 factors were produced:credit degree, distribution performance, social relations, practicality, credibility, design style and service quality.Itwas proved that the dimensions,reliability and validity of Online Store Brand-recognition questionnaire meets the need of psychometrics.