Abstract

The rapid growth of ODM e-commerce has become a key path for the transformation of Chinese manufacturing enterprises, yet its unique "high product quality but low brand awareness" characteristic creates a perceived inconsistency that has not been fully explored in terms of its impact on consumer behavior. This study addresses how this inconsistency influences consumers' proactive purchase decisions by investigating the factors that affect consumers' purchase intention toward ODM e-commerce products, with a specific focus on the role of perceived inconsistency between product quality and brand awareness. Drawing on Inconsistency Theory, Schema Theory, and Perceived Value Theory, and integrating the individual difference variable of brand familiarity, we developed a theoretical model to explain the mechanism of ODM e-commerce purchase intention. It provides targeted guidance for ODM e-commerce platforms and manufacturing enterprises undergoing transformation.

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