| Private brands have a high share in traditional market in many developed countries,according to a survey published in 2015 by PLMA.In China,although the traditional market's private brands have been gradually recongnized by consumers and have a higher growth rate,but the market share is still hovering in single-digit.At the same time,China's online shopping market is booming and its transaction size has reached 7 trillion RMB in 2017,further more,it has grown at annual rate of 10% to 20%.More and more Internet retailers launched its own brand,hoping to have a larger share of the online shopping market.This paper predicted that China's online retailers own brand can be able to use the convenience of online shopping and its own characteristics gradually so that it can share a higher online shopping market rate and become the mainstream of online shopping brand.Internet retailers are trying to attract customers to buy their private brands repeatly,and the measurement of real buying behavior of a reliable psychological index is the consumer's willingness to repurchase.At present,papers focus on the intention of repeated purchase of Internet retailer's own brand are less.On the basis of lots of literature reading,this paper mainly studies the influence of the repurchase intention from the perspective of online trust through empirical research methods.This paper used STATA 12,through analysis of 285 questionnaires to explore the factors that affect the online retailer's own brand trust and the impact on the repurchase intention.The results show that customer satisfaction,transference trust,personalized demand and online trust have a positive effect on the willingness to repurchase intention.The conclusion of this study also shows that online trust as an intermediate variable,have effect on transference trust,personalized demand and repurchase intention.Finally,this paper analyzed the empirical research and put forward the future research directions. |
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