Research On The Effect Of Self-owned Cyber Brand Customer Experience On Repurchase Intention

Firstly, this paper reviewed theories about private brand and cyber brand, thenput forward the definition of self-owned cyber brand. Secondly, on the base ofreviewing correlation theories about customer experience, brand awareness, trust andrepurchase intention, this paper tried to build a model of relationship betweenself-owned cyber brand’s experience and repurchase intention, then put forwardresearch hypotheses. In order to test and verify the model and hypotheses, thisresearch used a questionnaire to survey self-owned cyber brand which was the objectof the study, then did some statistical analysis on the investigation result via statisticalsoftware. The analysis result showed that self-owned cyber brand’s emotional,pragmatic and social experience all have positive effects on repurchase intentionsignificantly. Besides, both E-commerce platform brand awareness and brand trusthave distinct regulating effects on the relationships among emotional, pragmatic andsocial experience with repurchase intention. According to these research conclusions,this paper offered some suggestions to improve self-owned cyber brand repurchaseintention from experiential value’s point of view.