Based On Double Decision Path Of Social Media Usage Affect Individual Behavior Change

With the revolutionary development of the social media, fans page provided for the enterprise appeared on microblog, Renren, etc. Such brand fans pages provide a online platform for the enterprise to communicate with consumers,and become customers management tools that help establish good relationship with customers. E-commerce business established good relationship with consumers and enhanced their brand influence through these brand public homepages to attract more consumers and deliver brand value. Brand public homepage provides a communication platform for companies and consumers,but enterprise still don’t understand the influence of the intention and willingness when consumers use brand public homepage. In the past many scholars study brand public homepage in the view of participation motivation and interests,and few of them use the theory of rational behavior and prototype intention model to understand dual decision-making path when consumers use brand public homepage.Therefore, this research is based on the theory of rational behavior and prototype intention model to understand the theoretical and practical significance of dual decision-making path to enterprise successfully operate brand public homepage.In this paper, on the basis of literature review, referring to the existing research results of predecessors, built a public home page to the brand attitude, subjective norm, prototype image, use the brand on the behavioral intention and behavior intention of public home page and double decision path of brand purchase behavior change research model, from the rational path for, research using the brand attitude and subjective norm public home page how to influence the behavioral intention to use public home page, and analyzed the influence of the behavior intention of brand behavior change;From the reaction path, the research use the brand attitude, subjective norm and prototype image of public home page to use public home page behavior intention, and analysis behavior will influence on behavior intention and behavior change.According to the designed model framework, design the questionnaire, construct various research hypothesis, and then through large-scale questionnaire survey to collect data, using AMOS20statistical analysis tool, the structural equation model analysis to verify the theoretical framework and various assumptions.The results show that:(1) the information source, social interaction, brand characteristics, recreational public home page design brand attitude has a significant positive impact of public home page;(2) use brand public homepage of attitude, subjective norms and behavior intention is to use brand has significant positive influence on behavior intention of public home page.(3) public home page to the brand attitude, subjective norm and prototype image to use brand page behavior intention has a significantly positive relationship;(4) using the brand page behavior intention and behavior intention of positive influence for the brand of consumers purchasing behavior change.At the end of the article, according to the results of this study, the paper for the electricity enterprise in operation brand page on marketing and puts forward some Suggestions about fans relationship management, to improve the behavior of fans to use brand public home page and positive impact on consumption behavior of fans for the brand.Finally, this paper discusses the research limitations and future research.