Research On The Influence Of Enterprise Micro-blogging Interaction On Consumer Brand Attitude

With the universal application of the Internet,enterprises and society are increasingly inclined to use new media tools for marketing and disseminating information,such as micro-blog.For enterprises,the use of micro-blog is not only convenient for market research,information collection,but through communicating with users to meet users' requirements accurately and efficiently,which provides a new direction for enterprises to establish good relationship with customers,establish brand image,promote brand communication,and improve business visibility However,for enterprises,how to effectively use micro-blog to carry out interaction with consumers is not a more challenging topic,but also aroused widespread concern in academia.At present,the research on enterprise micro-blog is mostly focused on the outline stage,which mainly involves the expression of the characteristics of the micro-blog as a new media,the marketing model,the profit model,the dissemination characteristic and the effect research.The relevant research achievements on the user behavior of micro-blog has been small,the scope dispersed,and most of them are concentrated on qualitative research.which has not yet formed a systematic research system.At the same time,The relevant empirical investigations and researches are also scarce,and it is difficult to form a theoretical system that is universal and universal.Based on the theory of use and satisfaction and "SOR" theory,this paper uses two dimensions of micro-blogging interaction that information interaction and interpersonal interaction as the independent variable,the social presence as the mediator variable,anthropomorphism as a moderator variable and the consumer brand attitude as the dependent variable to construct the model of the influence of enterprise micro-blogging interaction on consumer brand attitude.In this paper,it has collected 470 valid questionnaires by questionnaire survey,and used SPSS20.0 statistical software to carry out the descriptive statistical analysis,reliability validity analysis,correlation analysis and regression analysis.The results of empirical analysis show that the two dimensions of micro-blogging interaction have positive influence on the attitude of consumer brand,and the social presence plays a part of mediation between micro-blogging interaction and consumer brand attitude.The anthropomorphism of corporate micro-blog has strengthened the positive correlation between micro-blog interaction and social presence,and has played a certain role in moderating.Finally,on the results of the article,the paper provides corresponding management suggestions for enterprises to use micro-blog and improve consumers' brand attitude,and for the lack of research to propose the research direction for the future.