Research On The Influence Of Brand Image Of Enterprises' Microblog On Consumers' Purchase Intention

With the rise of new media,the communication environment of enterprises is becoming more and more complex,and the competition pressure of enterprises is bigger and bigger.In order to fight for new media resources,enterprises have entered the new media platform to brand image creation and dissemination.In this regard,microblog has become a main communication medium with the advantage of social media.In the face of microblog's huge market,enterprises have taken it as a new marketing focus.In 2016,the number of microblog accounts reached 1 million 300 thousand,the number of enterprises account for more than 60 industries.The number of microblog accounts was 590 million,and the number of accounts was over 670 billion.As a result,we can see that as a new medium of brand image,microblog is becoming more and more important to the enterprise.How to use corporate microblog to attract consumers' attention,how microblog can shape its brand image,improve consumers' purchase intention,and has an important role in promoting microblog's marketing activities.Based on the above reasons,this paper carried out the research on enterprise microblog brand image,with the empirical research method to construct the research model influence on purchase intention of enterprise microblog brand image,discusses the principle and key points of the enterprise microblog brand purchase intention for consumers from the internal mechanism of the enterprise level,and guidance of microblog the operation was put forward from the angle of practice.This article is divided into six chapters.The first chapter is the introduction,which describes the background and significance of the research,the research methods and ideas,the content and the framework of the research.The second chapter is the concept definition and literature review.It defines the brand image of microblog,microblog and so on,and collate relevant literature about microblog marketing,brand image,perceived value and attitude.The third chapter is the construction of hypotheses and models.According to the literature and in-depth interviews,five factors of microblog brand image are put forward,and the influence model of microblog's brand image on consumers' purchase intention is constructed.The fourth chapter is data analysis and hypothesis validation.It analyzes and verifies the relevance between microblog brand image and consumer purchase intention,and the partial mediation effect of perceivedvalue and attitude.The fifth chapter is the result of the empirical analysis,presenting the results of the empirical analysis,and revising the model.The sixth chapter is the conclusion and prospect,which validates the hypothesis and model of this paper,and puts forward the shortage and Prospect of this study.After research,the following three important conclusions are drawn:(1)microblog brand image not only has a direct impact on purchase intention,but also mediates effect of perceived value and attitude on purchase intention.(2)five factor is defined in this paper enterprise microblog brand image: enterprise microblog home page basic information,enterprise microblog content,humanization ingredients,the use of symbols and interactive quality,the enterprise microblog content and humanization ingredients are the most important factors,and enterprise microblog home page basic information is the impact factor of microblog important.(3)in the microblog marketing,some consumers' characteristics have a significant impact on purchase intention.This paper concludes that there are significant differences in consumers' purchase intention among different genders,hobbies and consumption levels.The main points of this paper are the following two points: first,put forward the brand image building of microblog as a systematic problem,and make a preliminary exploration from the perspective of internal mechanism.The microblog brand image as a clear concept,defines the connotation of enterprise brand image of microblog,has identified five factors affecting enterprises microblog brand image: enterprise microblog home page basic information,enterprise microblog content,humanization ingredients,the use of symbols and interactive quality,constructs empirical research model of enterprise the microblog brand image,and from the internal mechanism focuses on the principle and key points of corporate brand image of microblog purchase intention impact on consumers.Second,from a practical perspective,the operation of microblog is discussed,providing reference for the operation of microblog and enriching the research perspective of microblog.