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The market scale of Internet users expanded rapidly, and Internet users had gradually become accustomed to obtaining all kinds of information and consumption, resulting in several Internets as the survival and development space of e-commerce platforms. Various brands provide consumers (Customer) with rich data, goods, and services through e-commerce platforms (Business), both B to C forms, to seek their development and growth. This paper reviewed the related research on-brand assets, brand, perceived value, and brand trust based on previous literature research and makes a comprehensive analysis of the service characteristics of Chinese consumers on online shopping perception through inductive deduction, exploratory factor analysis, and confirmatory factor analysis. Taking the consumers of the B2C "e-commerce platform as the research object, this paper studied the brand asset model from the development trend and brand asset attribute of the B2C" e-commerce platform itself. It mainly explored the influence of brand; perceived value, brand trust, brand positioning, brand identification, brand personality, perceived value, perceived quality, e-commerce service quality, customer satisfaction, and economic value with the intermediate variable customer involvement on the formation of brand assets. Sixteen hypotheses were set, and user data were collected using a questionnaire set through SPSS23.0 to do descriptive statistics and regression analysis. The results showed all hypotheses were shown with significant influences between independent and dependent variables.