DENG Zhi-hong1 and SHAO Bing-jia2 （1.Shenzhen Institute of Information Technology，Shenzhen，Guangdong518172，China；2.Chongqing University，
Abstract：Brand building has become a key factor for the mobile e- commerce shopping platforms to win competition. Building high- quality brand equity is also an important way for companies to implement differentiated strategies. However ， scholars have not yet identified the constituent factors of brand equity for mobile e- commerce platforms. Based on extensive literature review and consumer online interviews，the authors built an initial measurement scale of consumer-based brand equity for Chinese mobile e-commerce shopping platforms. Conducting the item analysis and exploratory factor analysis to analyze data collected from online questionnaires on Chinese mobile shopping consumers，the authors construct and refine the scale which contains seven dimensions：product quality，perceived value，platform quality，brand association，personal experience， functional design and brand loyalty. The brand equity scale constructed in this paper has clarified the source of brand equity of the Chinese Mobile e- commerce trading platforms. Using this scale can provide an important tool for reevaluating and measuring consumer-based brand equity for the China Mobile e-commerce shopping platform，and provide decision-making reference for the formulation of brand building strategies. Because of the causal relation among different dimensions of brand equity，managers of shopping platforms should focus on different dimensions in different time and different phases. Besides，after clarifying the different constituent factors and the sources，managers of shopping platforms should start from the constituent dimension of different brand equity to carry out research and formulate different strategies for brand building，and foster and improve brand equity with high quality.
Key words：mobile e-commerce；shopping platform；brand equity；constituent factors；empirical research