Research On The Influence Of Social Media Knowledge Sharing On Consumers’ Brand Switching

Social Media such as virtual community and BBS which combines the Internet and Word-of-Mouth has become one of the influential, indispensable integral information release and propagation mediums after years of rapid and steady development. Also, Social Media has a great impact on Chinese consumers who are more prone to actual purchase behavior when their friends or acquaintances recommend products and services, especially in Social Media like SNS community, BBS, Micro blogging and so on. So in the background of the rapid development of Social Media, how the enterprises use Social Media Knowledge Sharing to attract new consumers is still stuck in the innovative aspects of Marketing Strategies and not carried out the empirical research. In addition, there is still no standard of the dimension of Social Media Knowledge Sharing in academic area.Based on the study of related literatures both domestic and overseas, this paper analyzed the situation and development trend of the theory of Social Media, Social Media Knowledge Sharing, Brand Switching, Perceived Value, Involvement Level, teased out a more systematic context, defined three dimensions of Social Media Knowledge Sharing including Knowledge Sharing Main Body, Knowledge Sharing Behavior and Sharing Knowledge Quality. Relationship paradigm is used to study the impact factors of Social Media Knowledge Sharing on Brand Switching and then established Social Media Knowledge Sharing-Brand Switching Model. At last, this paper developed a measurement scale and questionnaires and used the statistical software SPSS17.0to carry out the empirical study, model verification and emendation.The innovations of this paper are mainly reflected in the following two aspects: Firstly, established Social Media Knowledge Sharing-Brand Switching Model and carried out the empirical study; secondly, introduced Perceived Value (Including Perceived Emotional Value and Perceived Quality Value) as a mediating variable and Involvement Level as a manipulated variable in this paper.