Impact Of Micro-Blog Interaction On Consumer Purchase Intention From The Perspective Of Brand Relationship Quality

As weibo become more and more popular, weibo-marketing gets a lot of attentions, many enterprises are also increasingly aware of the media’s (such as weibo) importance of branding, piling into the microblogging marketing, but many enterprises lack of deep understanding of the properties of the microblogging marketing, just using weibo as a marketing tool goods, and they can not get the good marketing effect, even counterproductive. at the same time, both at home and abroad, the weibo marketing theoretical research is relatively less.According to the previous researches, this paper research the relationship between the brand and the consumer behavior by building a theoretical model, through correlation analysis, regression analysis and structural equation model analysis to explore the enterprise microblogging interaction influence on consumer willingness to relationship.With more than300questionnaires to get data analyses, this paper verify this model and its hypothesis testing. The results showed that: firstly:utility enterprise microblogging interaction affects the interaction. Secondly:interactive weibo by utility indirect influence brand relationship quality. Thirdly:brand relationship quality positively influence on consumer purchase intention.Finally, according to the result of empirical study, the microblogging marketing some more meaningful Suggestions are put forward.