Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce

Xiaodong Zhang and Chunrong Guo ()
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Xiaodong Zhang: School of Economics and Management, Inner Mongolia Agricultural University, Hohhot 010010, China
Chunrong Guo: School of Economics and Management, Ningbo University of Technology, Ningbo 315211, China

Sustainability, 2024, vol. 16, issue 23, 1-26

Abstract: The deep integration of social media and e-commerce has fueled the rapid growth in community e-commerce, which has become a major trend in global e-commerce development. Researching the formation of brand preference in community e-commerce can promote the sustainable development of these brands. The distinctive social networking features and group interaction methods of community e-commerce offer new perspectives on the formation of brand preferences. In this paper, a model of factors influencing brand preference in community e-commerce is developed, where community platforms, product value, e-commerce services, content quality, and community interaction serve as antecedent variables; community experience and brand image act as mediating variables; and brand preference is the dependent variable. The model is empirically tested using structural equation modeling. The results indicate that community interaction, e-commerce services, product value, content quality, and community platforms significantly affect the community experience in e-commerce. Moreover, community interaction, product value, and content quality have significant impacts on brand image in community e-commerce. Both community experience and brand image positively influence brand preference.

Keywords: community e-commerce; brand preferences; community experience; social media; brand mechanism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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