Year: 2024
Type: article
Study design: Observational Study
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.
Source: Sustainability
DOI: 10.3390/su162310638
Authors: Xiaodong Zhang, Chunrong Guo
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,728
OpenAlex ID: W4404994864