Research On The Users' Evaluation Of Community E-commerce Under Brand Extension Perspective

The Internet industry in China has paved the way for mass entrepreneurship and innovation.The online product model and the profit model are constantly being introduced.In the area of e-commerce,a new force came into being,which is the community e-commerce.Community e-commerce has evolved from a pure community,where users can participate in a range of activities such as browsing,clicking,commenting,communicating,forwarding,and creating content.Community operators often achieve the co-creation of values between consumers and companies by means of user-generated content(UGC).In the process of exploring the profit model,many communities chose to build an e-commerce platform.Why do users choose community e-commerce vendors instead of other well-known e-commerce providers?From the perspective of community users,this study focuses on their attitude and purchase intention in the face of the e-commerce transformation in the community,and explores the impact of community factors on e-commerce evaluation.We regard the community operator as a brand and propose the hypothetical model building on the mature brand extension theory.After fully understanding the background of community e-commerce development and reviewing and combing literature in related fields,this study selected community quality and user participation as independent variables,perceived brand quality and brand commitment as mediators respectively,and extension evaluation(ie,evaluation of e-commerce platform)As a dependent variable,and the user's e-commerce experience as a moderator,to construct the theoretical model.The path from the community to the brand and then to the e-commerce,is corresponding with the path from the original product to the parent brand and then to the extension,in line with the user's contact sequence and psychological process,so that the separate researches can be generated.We developed a questionnaire based on the mature scales at home and abroad,collected 163 valid questionnaires,and verified the hypotheses through statistical software.The results show that community quality influences brand perceived quality,which in turn influences community users' evaluation of brand extension(ie.evaluation of e-commerce platforms);user participation influences users'brand commitment,thereby influencing community users' evaluation of brand extension(ie,evaluation of the business platform);In addition,the user's e-commerce experience positively moderates the relationship between brand perceived quality and brand extension evaluation.On this basis,we discussed the community's operation strategies of the community e-commerce and provided community operators with operational e-commerce promotion suggestions.In the end,we reflect on the limitations of this study,and put forward our own prospects for future research and improvement.