Investigation on Intention to Repurchase in Social Media Platforms Among Young Consumers from China: A Brand Marketing Context

Arkar  Htun

doi:10.64297/jmrsmet.v2i1.39

Authors

Arkar Htun School of Business, University of International Business and Economics, Beijing, China. Author https://orcid.org/0009-0003-4723-7267

DOI:

https://doi.org/10.64297/jmrsmet.v2i1.39

Keywords:

Brand trust, Repurchase intention, Chinese brands, Brand antecedents

Abstract

This paper is directed to the effect of internet marketing on the repurchase intentions of young Chinese people. It also examines the impact of brand trust, based on the popularity, homogeneity, consumer benefits, website usefulness, perceived value, and brand awareness on repurchase intentions among Chinese products brands. To carry a quantitative analysis, a structure questionnaire was given to 262 participants. AMOS was used to evaluate the measurement and structural models and potential mediating effects, with CFA used to assess model fit, reliability, and validity. The results show that brand trust, popularity, and homogeneity directly affect repurchase intention. Although several brand-related factors do not directly affect repurchase intention, brand trust partially and fully mediates selected interactions, underscoring its role in turning brand perceptions into recurrent purchases. The research suggests that marketers should devote resources to trust-building, such as an increased brand recognition, regular consumer value, and active online interactions. By focusing on and strengthening these strategic areas, companies can develop brand loyalty and encourage repeat buying on Chinese brand products.

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