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

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  • Xiaodong Zhang

    (School of Economics and Management, Inner Mongolia Agricultural University, Hohhot 010010, China
    These authors contributed equally to this work.)

  • Chunrong Guo

    (School of Economics and Management, Ningbo University of Technology, Ningbo 315211, China
    These authors contributed equally to this work.)

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.

Suggested Citation

  • Xiaodong Zhang & Chunrong Guo, 2024. "Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce," Sustainability, MDPI, vol. 16(23), pages 1-26, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10638-:d:1536694
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    References listed on IDEAS

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