Consumer Trust Reconstruction Through Digital Marketing Communication in Virtual Retail Branding

Abstract

The rapid growth of digital marketplaces has transformed consumer trust formation within virtual retail environments, particularly in dropshipping businesses where sellers operate without physical inventory ownership. This study aims to reconceptualize consumer trust through E Retailer Branding based on digital marketing communication within Shopee's dropshipping ecosystem. Using a qualitative approach supported by NVivo analysis, data were collected through in depth interviews with Shopee Star and Star+ dropshippers selling fragile household products under the Vicenza brand. The study integrates Computer Mediated Communication Theory, Store Image Theory, and Trust Commitment Theory to explain trust reconstruction in anonymous virtual commerce settings. The findings reveal that consumer trust is primarily shaped through product visuals, responsive communication, store reputation, customer reviews, and digital interaction consistency. The study also identifies a strategic shift from personal branding toward institutionalized virtual store branding, where trust is transferred from individual sellers to store identities. Ratings, "Star Seller" badges, and responsive customer service function as symbolic trust mechanisms that reduce consumer uncertainty. This research contributes theoretically by introducing the concept of trust reconstruction within stockless commerce environments and offers practical implications for digital businesses operating in Asian marketplace ecosystems.