Research On The Influence Of Brand Message Contend On The Customers’ Purchase Behavior Under The Condition Of Social Media

Consumers’ preferences affect the degree of their brand information processing and recreating, ultimately affect the formation of brand attitude. Understand how the enterprise brand information content under the social media influence on consumer purchase intention, can predict the brand attitude of consumers and how to deal with the brand information content. Administrator can develop more specific customer- brand relationship management strategy on social media to the brand management to get better effect, according to the characteristics of the target market segment of consumers. Study the process of the influence of information content to consumers, thus research on consumer brand information preference, undoubtedly have important practical significance for that enterprises develop appropriate brand information content management strategy, This paper is combined with the research of social media and consumer behavior related theory, try to reveal the influence mechanism of brand information content to consumers.This article first reviewed the relevant theories of social media, the characteristics of the enterprise brand information content on the social media can be divided into professional, interest, reliability, and interactive four aspects, based on the perceived value maximization and the consumer’s brand attitude, and the theoretical research in social media as constraint conditions, information content as the influence variables, to consumer perceived value and brand attitude as the intervening variable, build the model about enterprise brand information content influence on consumer purchase intention. Reference to maturity scale that other scholars has already demonstrated, this article develop the scale of this study, and through the way of questionnaire survey to gather the data. Using SPSS21.0 and AMOS22.0 to analyze the collected data, and structural equation model was constructed to test theoretical model.The results show that the enterprise brand information content of professional, interest, reliability, and interactive has a positive relationship to consumers’ brand attitude, and through the brand attitude and perceived value influence consumer purchase intention. Brand attitude and perceived value has partial intermediary role between the enterprise brand information content and consumer purchase intention.Finally, this paper puts forward the enterprise marketing strategy according to the results of the research on the social media, to help enterprises manage the customer- brand relationship better.