The Empirical Research On The Influence Of Online Retailer On Private Brand Trust And Purchase Intention

With the great development of Internet technology in recent years,the penetration of the Internet to further improve the overall efficiency of our country,and the number of Internet users also shows the increasing tendency.In particularly,with the popularity of smartphones,the way of people's consumption has changed greatly.Online shopping is no longer a fresh and fashionable thing for us,but to become an important part of people's daily life.Now,people have become accustomed to online shopping.According to the national bureau of statistics data show that the national network retail turnover reached 3.88 trillion yuan in 2016,which increase 33.3% than last year,equivalent to the proportion of total retail sales of social consumer goods continue to increase to 12.9%.As the Internet in our country's rural areas continue to improve,we can believe that China's online retail transactions will continue growing rapidly.Our country's online retailers are growing at the same time,so they have to face the fierce competition environment which never seen before.In the competition among online retailers,brand competition will play an important role,many online retailers are beginning tomanage their brand.For the online retailers,private brand strategy is a good choice.Private brand is the brand extension of network retailers' brand,which has a positive impact on retailers' brand.So this paper argues that the online retailersprivate brand has important theoretical and practical significance.Due to the private brand is the brand extension of online retailers' brand,which is affected by the online retailer brand association,this paper argues that online retailers image can influence private brand purchase intention,at the same time,based on the theory of brand trust,this paper argues that private brand trust in online retailers plays a role of intermediary between online retailer' image and own brand purchase intention.First,this paper summarizes the related literatures about private brand,online retailer' image and brand trust.Secondly,it puts forward the model that online retailer's image influence on consumer purchase attention which takes private brand trust as intermediary variable dimension.And retailer's image is divided into its ease of use,usefulness,pleasure,trust,familiarity,and settlement functions in six dimensions.Last,informing and collecting questionnaires through a variety of media ways.Using spass20.0 software for data analysis which including descriptive statistics and analysis,the reliability and validity test,correlation analysis,regression analysis.Through data analysis found that:(1)online retailers' image such as ease of use,usefulness,pleasure,trust and settlement function imagehave significant positive effects on private brand trust and purchase intention,and private brand trust in these online retailers plays a role of intermediary between image and own brand purchase intention.(2)online retailers familiarity image will not affect its private brand trust and purchase intention,private brand trust also won't produce intermediary effect.(3)the private brand trust can significantly affect the private brand purchase intention.Finally,according to the marketing practice and combing with the empirical conclusions,this study puts forward some proposals about the management and construction of private brand for online retailer,and probes into the limitations and the future direction of this research area.