Evaluating the Impact of Community Experience on Purchase Intention in Online Knowledge Community

Abstract

Community experience has an important influence on the brand building of an online knowledge community. By enhancing the community experience of members, it can promote the building of an online knowledge community and increase users' purchase intention. Although existing research has explored the influence model of community experience, there is a dearth of research regarding the influence of community experience on purchase intention. To this end, this study uses the online knowledge community experience as a theoretical basis to construct a mediating model to examine the behavioral patterns of consumers using the online knowledge communities and to explore in detail the mechanisms of the different dimensions of the community experience on purchase intention. It was found that not only the three dimensions of community experience (i.e., information experience, entertainment experience, and interactive experience) had a significant effect on brand identity, but also brand identity had a significant effect on purchase intention. The study also confirmed that brand identity mediates the relationship between community experience and purchase intention. This study reveals the mediating mechanism of community experience on purchase intention and helps to effectively guide the innovative management practices of the online knowledge community.

Study of the Correlation between Streaming Video Platform Content on Food Production Processes and the Behavioral Intentions of Generation Z

“…Finally, this study's exploration of the link between brand identification and behavioral intentions supports the edifice established by Zhao and Shi [39], Li et al [42], and Fazli-Salehi et al [56]. This provides empirical support for the assertion that, when consumers identify with a brand's values, especially those associated with transparency and ethical practices, they are more predisposed to purchase.…”

“…In examining community experience and brand identification, this investigation draws parallels with the existing literature [39,40,55], substantiating that consumers' interactions within brand communities are instrumental in fostering a strong sense of brand identification, which in turn feeds into their intentional learning. This finding suggests that immersive and engaging community experiences are critical in cultivating brand affinity and loyalty.…”

“…The enrichment of online knowledge communities via information technology bolsters consumer-business communication, where fostering an agreeable community experience is vital for maintaining user relationships [38]. Research indicates that community experience exerts a significant positive impact on brand image [39]. Customer experience during the service process is an important determinant of brand identification [40].…”

“…Li et al [42] indicated that user community experiences in online knowledge communities have a positive impact on brand identification, actively constructing and enhancing the experiential value of the community and providing users with the various experiences they need, thereby promoting them to spontaneously become brand advocates [43]. Zhao and Shi [39] found that brand image has a significant and positive impact on purchase intentions. Based on the above, this study proposes the following hypothesis: H5: Consumers' brand identification with transparent food production processes positively influences behavioral intentions.…”