The Influence Of Online Retailer's Own Brand's Manufacturer Cue On Consumer Perceived Quality,perceived Risk And Purchase Intention

In recent years,with the rapid development of e-commerce,online retailer 's own brands have gradually developed in various platforms.Since the online retailer's own brand has just developed,consumers have not formed a brand identity for online retailers' own brands.Consumers are unfamiliar with the brand and lack brand trust,so they often judge the goods through some external cues.And in online shopping,consumers can easily obtain many product-related information.Among them,the manufacturer cue is one of the most important cues.In this paper,using the consumer clue utilization theory,research the influence of online retailer 's own brand s manufacturer cue on consumer perceived quality,perceived risk and purchase intention by the situational questionnaire.The manufacturer cues are divided into three levels:unnamed manufacturers,manufacturers who work for well-known brands,manufactures with own well-known brands.The experimental data shows:For low-risk products,consumers will favor the ODMs of these two well-known manufacturers;for high-risk products,consumers favor manufacturers with independent brands.These three types of manufacturer cues indirectly influence consumers ' willingness to purchase through perceived quality and perceived risk.The conclusion of the study provides a reference for the online retailer operators when they choose the ODM.