The Influence Of Retailer’s Private Brand Cognition On The Continuous Purchase Intention Of Retail Platform:the Mediating Effect Of Private Brand Trust

With the continuous development of economy,technology and mobile Internet,the retail industry has suffered great impact and competitive pressure from e-commerce and new retail.On the one hand,traditional e-commerce companies such as Alibaba and JD.com have begun to gradually invest the new retail area.On the other hand,freshers of new retail platforms such as Ding Dong and Pu Pu,have gradually occupied the retail market share.Therefore,how to build up the core competitiveness of retailers has become an important strategy for many retail platforms.With the gradual introduction and continuous attention of fan and influencer economy,each major retail platform gradually realizes the necessity of building its own moat and establishing consumers’ continuous purchase intention.Therefore,developing private brand has been used to meet the market challenges by many retail platforms.At the same time,they also expect to increase the profit margin,core competitiveness and leading voice of price through the development of private brands.With the development of theories such as brand cognition,brand trust and continuous purchase intention,retail platforms have aware of the significance of private brand cognition and private brand trust.At the same time,existing studies point out that private brand cognition positively affects private brand trust and continuous purchase intention to some extent.Therefore,the paper takes private brand in the retail industry as the research object to explore the relationship between private brand cognition on private brand trust and continuous purchase intention.By means of literature review,questionnaire survey and empirical analysis,the paper organizes and summarizes previous researches and papers,and establish a model among private brand cognition(independent variable),private brand trust(intermediary variable),and continuous purchase intention of retail platform(dependent variable).The consumer survey was distributed and collected by wenjuanxing.com,and the collected data has been processed and analyzed by SPSS26.0,and verified the hypothesis conclusion.Through data analysis,the main conclusions are as follows:(1)private brand cognition have a significant positive impact on private brand trust and platform continuous purchase intention;In terms of segmentation,private brand quality cognition.private brand memory(thinking)and private brand association all positively affect private brand trust and continuous purchase intention.Among them,private brand quality perception plays the largest part on private brand trust and platform continuous purchase intention.And the other factors are brand association,brand recall(think)and brand recognition.(2)Private brand trust positively affects the platform’s continuous purchase intention;(3)Private brand trust has a mediating effect on private brand cognition and continuous purchase intention.According to the above conclusion,the retail platform should pay attention to the quality management of the private brand products when developing the private brand.What’s more,to improve the publicity and promotion of the private brand products,so as to improve consumers’ trust and continuous purchase intention of the retail platform.