Determinants of consumer attitudes and repurchase intentions toward direct‐to-consumer (DTC) brands: The case of original brand manufacturer (OBM) brands

Abstract

E-commerce, driven by digital progress, has evolved significantly, with the Direct-to-Consumer (DTC) model emerging as a key approach. DTC allows brands to sell directly to consumers online, bypassing traditional distribution channels. However, conflicts between Original Brand Manufacturers (OBMs) and their indirect distributors highlight the need for strategies that meet customer expectations without harming traditional partnerships. This research focuses on understanding the DTC model, its benefits, challenges, and application by analyzing Generation Z in Ho Chi Minh City's attitudes toward online shopping and repurchase intentions via Shopee. A mixed-methods approach, evaluates DTC brand attributes like personalization, customer engagement, and digital experience. The study examines factors influencing consumer attitudes and repurchase intentions toward DTC brands, focusing on hedonic shopping value, online trust, and brand engagement, utilizing data collected from 334 respondents in Ho Chi Minh City, which was analyzed using SmartPLS 3.0 software for comprehensive statistical and structural equation modeling. The final results show that hedonic shopping value has a stronger impact on consumer attitudes than utilitarian value. Online trust is the most influential factor and social media engagement, while not directly influencing repurchase intentions, plays a vital role in shaping consumer attitudes, highlighting the need for integration of social commerce functionalities like in-app Shopee purchases. Furthemore, the attitudes toward DTC brands is the key factor influencing customer repurchase intention. The paper fills the previous gap exploring the factors which influence customer attitudes and repurchase intentions toward DTC brands, with a specific focus on third-party platforms Shopee. The limitations of this research include a narrow demographic focus and a lack of consideration for omnichannel platforms and barriers to DTC adoption.