The Relationship Of Consumption Emotion And Purchase Intention In Microblogging Interactivity

Consumer emotion is a series of emotional response to the perception of the performanceand properties of products or services. Existing research has shown that the physicalenvironment of the stores, advertising on traditional media will affect consumer emotion,thereby affecting consumers’ willingness to buy. With the birth of microblogging, we enter theera of social networking micro information. With microblogging emerging media advertisingall-pervasive impact on our lives. Microblogging interactive consumer sentiment andmicroblogging interactive contexts of consumer sentiment and purchase intention relationship,all the contents of the study.Referring of Sina microblogging micro data and indicators of the People’s Network publicmonitoring room microblogging influence category, this research select the spread of power,comments orientation and involvement of indicators as microblogging interactive. The spreadof power, including a microblogging be forwarded to the amount and comments amount. In thisstudy, a microblogging higher than the average forwarding rate and average comment rate canbe seen as a high spread of power; certain microblogging below average forwarding rate andaverage comment rate can be seen as a low spread of power. Comments tendency refers to thepositive or negative comment to microblogging content. Positive evaluation, including thisphone performance certainly, express love the phone, there is a clear willingness to buy;negative evaluation including mobile performance negation, expressed disgust, the phone madeit clear that they would not buy the phone.Involvement is the degree of microblogging usersinteract with the microblogging. Microblogging information in accordance with the spread ofpower (high/low)*Comments tendencies (positive/negative) combine to form four kinds ofexperimental treatments, each group of subjects to accept only one treatment. The twodimensions of pleasure and arouse consumer sentiment in this study, the use of semanticdifferences in scale, using regular and anti-adjective measure.Filters were:(1) A week using a micro-Bardon three days and above;(2) Do not use/experience millet phone;(3) Do not understand the millet phone;(4)Not concerned aboutmicroblogging Over the millet phone’s information. EPanel the Limited online survey system,according to the China Internet Network Information Center (CNNIC) released in January2013 China Internet Development Statistics Report" survey, the proportion of Internet users,stratified samplingthe method questionnaire issued to a member of college students nationwidenetwork, investigated a total of272college students meet the filter criteria.Were randomlyassigned to an average four groups, each group was to only accept a kind of emotionalprocessing.By analysis of variance, the three-step regression analysis of the data, and reached thefollowing conclusions:(1) The spread of power was no significant main effect of pleasant emotions and evokeemotions.(2) Comments tendencies significant main effect of pleasant emotions and evoke emotions.Regression analysis showed that positive comment tendency will forward a significant impactof pleasant emotions and evoke emotions; negative comment tendency negative significantimpact pleasant mood and evoke emotion.(3) Involvement will forward a significant impact of pleasant emotion and evokeemotions. Higher degree of involvement in a pleasant mood, evoke the higher the degree ofemotion; involved in the lower, pleasant emotions, evoke the lower the degree of emotion.(4) Pleasant emotions a significant positive effect on purchase intention; evoke emotions asignificant positive effect on the willingness to buy.(5) Pleasant emotions in between comments tendencies and purchase intention was asignificant part of the intermediary role of nature; pleasant emotions between involvement andpurchase intention was a significant part of the intermediary role of sexual.(6) Evoke emotions between comments tendencies and purchase intention was asignificant part of the intermediary role of nature; evoke emotions between involvement andpurchase intention was a significant part of the intermediary role of the sexual.