Study On Source Credibility Of Brand Microblog, Customer Value With Purchase Intention

With the rapid development of Internet, the number of microblog using andscanning is increasing fast that boosts the inter-dynamism between enterprises andpeople, who are in fragment information age. So that it initiates a new networkmarketing tool which is named brand microblog marketing. Therefore, choosing BrandAttachment as the influencing variable, this thesis discusses the influence betweenSource Credibility of Brand Microblog on consuming decision-making behavior, byinterplaying among Source Credibility of Brand Microblog, customer value withpurchase intention, which is the main clue of the study. Based on the literature reviewabout microblog, source credibility, customer value and purchase intention fromdomestic and overseas scholars’ researches, the thesis gives the definitions about eachimportant construct and its measuring dimensions. Then it collects research data bydepth interview and questionnaire, and uses the empirical method to verify thetheoretical model.The results manifest that the theory model is supported by the data. SourceCredibility of Brand Microblog has a significantly positive effect on consumingdecision-making behavior. It not only directly affects the customer value, thenindirectly influences customer’s purchase intention by customer value, but also directlyimpacts purchase intention. The results also prove Brand Attachment is not amoderating variable but a complete mediating variable in the relationship of SourceCredibility of Brand Microblog with customer value and in the relationship of SourceCredibility of Brand Microblog with purchase intention.