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Purpose: The significance of PB (Private Brand) for e-retailers is growing rapidly in the fast-growing e-commerce market. The potential for further growth in the online market implies that e-retailers have the opportunity to expand their online sales through PB. However, there are significant barriers to entry to competition with existing global giants such as Alibaba, Amazon, and Flipkart. Understnading various of shopper behavior in online PB is crucial for enhancing the competitivess of domestic companies in the global market beyond these barriers. Therefore, this study, first, in the post-purchase stage, we want to check whether the five dimensions of online customer experience (delivery, product-in-hand, return and exchange, economy benefits, customer support) are useful factors for e-satisfaction and platform trust. Second, we want to check whether this trust in the online platform PB has a significant effect on the intention to purchase new PB products through brand expansion. Research design, data, and methodology: An online survey was conducted for about two to achieve the purpose of this study. The subjects of this study were limited to 220 men and women using the online platform, and adults over the age of 18 were limited. After explaining to the study subjects that the data responding to the survey will not be used other than this study, the survey was conducted online with consent. Prior to the hypothesis test, factor analysis and reliability analysis were used as the factor extraction method, and the main variables used in this study were verified and supplemented to suit the nature of this study. The variables included in the research model were measured using a Likert-type 7-point scale. It was set as "1 = not at all' and "7= very much". After purchase, five customer experience variables were measured on a 7-point scale: delivery, product-in-hand, return and exchange, benefits, and customer support, according to previous studies, and platform reliability was measured on a 7-point scale. In addition, E-satisfaction on a 7-point scale, For hypothesis verification, a structural equation model was set up and analyzed using the statistical analysis software Jamovi 2.4.14. Results: As a result of the study, first, the positive effect of online customer experience after purchase on E-satisfaction was found to be statistically significant. This means that the more online customer experience after purchase, the higher the E-satisfaction. Second, the positive effect of online customer experience after purchase on online platform trust was found to be statistically significant. This means that the more online customer experience after purchase the higher the online platform trust. Third, the positive effect of E-satisfaction on online platform trust was found to be statistically significant. This means that the higher the E-satisfaction, the higher the online platform trust. Fourth, the positive effect of E-satisfaction on PB trust was found to be statistically significant. This means that the higher the E-satisfaction, the higher the PB trust. Fifth, the positive effect of online platform trust on PB trust was found to be statistically significant. This means that the higher the online platform trust, the higher the PB trust. Sixth, the positive effect of PB trust on PB new product purchase intention was found to be statistically significant. This means that the higher the PB trust, the higher the intention to purchase new PB product. The study was found to be statistically significant. Conclusions: Focusing on the online customer experience after purchase, this study confirmed that the five dimensions of delivery, product-in-hand, return and exchange, benefits, and customer support, including interaction with customers after actual purchase, became important contact points, and confirmed that the transition to PB trust occurred through the trust of the online platform. Previous studies so far have mainly been verified in C2C-type online platforms where online platform trust has a positive effect on seller's trust, and seller trust has a positive effect on purchase intention. However, we expanded it further to confirm the trust in PB, an online platform brand, through this trust that the online platform serves as both an intermediary and a seller. In addition, it was found that the online platform brand, PB trust transfer, can be a success factor in brand expansion that can lead to the intention to purchase new PB products.
Kim et al. (Mon,) studied this question.