企业微博互动对消费者品牌忠诚和购买意愿的影响机制研究
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摘要
当前，微博已成为各种组织与个人沟通的重要工具。许多企业开始把微博看做品牌建设和促销的新渠道。由于微博的自媒体特征，消费者在与企业对话的过程中比以往有更强的话语权，在微博平台上也更愿意与企业互动。如何利用微博提升消费者的忠诚度和购买意愿成为企业当前关注的重点问题之一。
但与微博的蓬勃发展相比，企业对如何在微博上进行品牌建设和促销还处于摸索阶段，从已有的少量企业－消费者互动社交媒体互动的文献来看，企业的社交媒体互动对消费者的品牌忠诚和购买意愿有显著的正向影响，但还没有进一步深入研究不同类型和不同特征的企业微博互动对消费者品牌忠诚和购买意愿的作用机理。微博的“基于兴趣的互动”、“去中心性”、“环境亲密”等特点与企业原有的电子商务环境有重要区别，我们的研究目标是基于企业微博互动的策略和特征，构建企业微博互动对消费者品牌忠诚和购买意愿的作用机制模型来为企业的微博品牌建设和促销提供理论指导。
首先采用扎根理论进行了预研究，在新浪的企业微博上收集66家代表性企业的主帖（1395条）和跟帖（5959条），通过编码和范畴化构建了企业微博互动对消费者-品牌关系的影响机制的模型，并进行了理论饱和度检验。研究结果表明1）企业的微博互动策略有两种：社会性互动和任务导向型互动；2）企业的微博互动策略会影响消费者的品牌情感和品牌认知并最终影响消费者品牌关系。其中消费者的品牌情感主要包括愉悦情感和唤起情感，品牌认知包括品牌感知质量、关联性感知和共鸣；3）在消费者知识、行业和品牌知名度不同的情况下，上述影响机制存在差异。
其次在使用与满足理论、组织支持理论和组织参与理论的基础上建立了企业微博互动对消费者品牌忠诚的影响机制模型并进行了实证检验。研究结果表明企业在的微博上的社会性互动和商业互动的重要性是不同的。社会性互动同时影响消费者的社会情感支持感知和信息支持感知，商业互动仅影响消费者的信息支持感知；消费者的社会情感支持感知和信息支持感知有助于形成消费者的微博黏性和品牌忠诚。相对于商业性互动而言，企业在微博上的社会性互动是对消费者微博黏性和品牌忠诚有更大的正向影响。由此可见，企业的微博品牌建设应以社会性互动为主，商业性互动应当融合到社会性互动之中，并通过提升用户黏性的方式增强品牌忠诚。
最后在消费者学习理论、信息整合理论和态度理论的基础上，构建了企业微博互动对消费者购买意愿的影响机制模型并进行了实证检验。结果表明，微博互动的趣味性、信息性、情景契合性和响应性这四个互动质量特征对消费者购买意愿均有显著的正向影响。其中，趣味性、信息性和情景契合性通过消费者的产品态度影响购买意愿，响应性则直接影响消费者的购买意愿。同时，趣味性对消费者产品态度的影响最大，响应性则对消费者购买意愿的影响最大。这表明企业应把微博促销的重点放在提升对消费者的响应性和内容的趣味性上。
Micro blog becomes an important tool of communication between organizations and individuals. Many companies regard micrio blog as a new channel of branding and promomotion. Attributed to the unique self-media feature of micro blog, consumers have more discursive power in communication compared with before, consumers are more willing to interacting with companies. It becomes the focus of companies to utilize micro blog in enhancing consumers'brand loyalty and purchase intention.
Compared with the booming of micro blog, companies are exploring the methods of micro blog brand building and promotion. Extant literature shows that company-consumer social media interaction has a positive effect on consumers'brand loyalty and purchase intention. However, the influence mechanism of different interaction types and different interaction quality features on consumers'brand loyalty and purchase intention is still unveiled. The main features of micro blog such as interaction based on interest, decentration, environmental intimacy are different with traditional online commercial environment. This paper intends to explore the influence mechanism of company micro blog interaction on consumers'brand loyalty and purchase intention from the perspective of interaction tactics and interaction quality features to guide company micro blog branding and promotion practice.
Firstly, a preliminary study is conducted based on grounded theory,66representative companies'posts in Sina are collected, with1395company posts and5959following posts. An influence mechanism model of company micro blog interaction tactics on consumer-brand relationship is proposed following the steps of coding and categorization, then the saturation level of this mechanism is tested. Results show that1) Companies adopt two types of tactics in micro blog interaction:social interaction and task-oriented interaction;2) Micro blog interaction arises consumer emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumer emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance;3) The influence mechanism differs among different consumer knowledge levels, industries and brand awareness.
Secondly, based on use and gratification theory, organization support theory and union participation theory, an influence mechanism model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyalty. Results show that social interaction and commercial interaction are important micro blog branding tools. Social interaction positively influences consumers'perceived socioemotional support and perceived information value. Commercial interaction positively influences perceived information support. Perceived socioemotional support and information support are positively related to consumer micro blog stickiness, which is positively related to brand loyalty. In addition, social interaction is more important in attracting sticky consumers and brand loyalty. Thus, social interaction should be the focus of company micro blog interaction, commercial interaction should be blended with social interaction. Micro blog stickiness can be used to enhance brand loyalty.
Finally, based on consumer learning theory, information integration theory and attitude theory, an influence mechasim of company micro blog interaction on consumers' purchase intention is proposed and tested empirically. Results show that playfulness, informativeness, situation-fit and responsiveness positively influence consumers'purchase intention. Among different features, playfulness, informativeness, situation-fit indirectly influence consumers'purchase intention via product attitude, responsiveness directly influences consumers'purchase intention. Playfulness has the greatest influence on product attitude and responsiveness has the greatest influence on consumers'purchase intention. Thus, playfulness and responsiveness should be the focus of micro blog promotion.
但与微博的蓬勃发展相比，企业对如何在微博上进行品牌建设和促销还处于摸索阶段，从已有的少量企业－消费者互动社交媒体互动的文献来看，企业的社交媒体互动对消费者的品牌忠诚和购买意愿有显著的正向影响，但还没有进一步深入研究不同类型和不同特征的企业微博互动对消费者品牌忠诚和购买意愿的作用机理。微博的“基于兴趣的互动”、“去中心性”、“环境亲密”等特点与企业原有的电子商务环境有重要区别，我们的研究目标是基于企业微博互动的策略和特征，构建企业微博互动对消费者品牌忠诚和购买意愿的作用机制模型来为企业的微博品牌建设和促销提供理论指导。
首先采用扎根理论进行了预研究，在新浪的企业微博上收集66家代表性企业的主帖（1395条）和跟帖（5959条），通过编码和范畴化构建了企业微博互动对消费者-品牌关系的影响机制的模型，并进行了理论饱和度检验。研究结果表明1）企业的微博互动策略有两种：社会性互动和任务导向型互动；2）企业的微博互动策略会影响消费者的品牌情感和品牌认知并最终影响消费者品牌关系。其中消费者的品牌情感主要包括愉悦情感和唤起情感，品牌认知包括品牌感知质量、关联性感知和共鸣；3）在消费者知识、行业和品牌知名度不同的情况下，上述影响机制存在差异。
其次在使用与满足理论、组织支持理论和组织参与理论的基础上建立了企业微博互动对消费者品牌忠诚的影响机制模型并进行了实证检验。研究结果表明企业在的微博上的社会性互动和商业互动的重要性是不同的。社会性互动同时影响消费者的社会情感支持感知和信息支持感知，商业互动仅影响消费者的信息支持感知；消费者的社会情感支持感知和信息支持感知有助于形成消费者的微博黏性和品牌忠诚。相对于商业性互动而言，企业在微博上的社会性互动是对消费者微博黏性和品牌忠诚有更大的正向影响。由此可见，企业的微博品牌建设应以社会性互动为主，商业性互动应当融合到社会性互动之中，并通过提升用户黏性的方式增强品牌忠诚。
最后在消费者学习理论、信息整合理论和态度理论的基础上，构建了企业微博互动对消费者购买意愿的影响机制模型并进行了实证检验。结果表明，微博互动的趣味性、信息性、情景契合性和响应性这四个互动质量特征对消费者购买意愿均有显著的正向影响。其中，趣味性、信息性和情景契合性通过消费者的产品态度影响购买意愿，响应性则直接影响消费者的购买意愿。同时，趣味性对消费者产品态度的影响最大，响应性则对消费者购买意愿的影响最大。这表明企业应把微博促销的重点放在提升对消费者的响应性和内容的趣味性上。
Micro blog becomes an important tool of communication between organizations and individuals. Many companies regard micrio blog as a new channel of branding and promomotion. Attributed to the unique self-media feature of micro blog, consumers have more discursive power in communication compared with before, consumers are more willing to interacting with companies. It becomes the focus of companies to utilize micro blog in enhancing consumers'brand loyalty and purchase intention.
Compared with the booming of micro blog, companies are exploring the methods of micro blog brand building and promotion. Extant literature shows that company-consumer social media interaction has a positive effect on consumers'brand loyalty and purchase intention. However, the influence mechanism of different interaction types and different interaction quality features on consumers'brand loyalty and purchase intention is still unveiled. The main features of micro blog such as interaction based on interest, decentration, environmental intimacy are different with traditional online commercial environment. This paper intends to explore the influence mechanism of company micro blog interaction on consumers'brand loyalty and purchase intention from the perspective of interaction tactics and interaction quality features to guide company micro blog branding and promotion practice.
Firstly, a preliminary study is conducted based on grounded theory,66representative companies'posts in Sina are collected, with1395company posts and5959following posts. An influence mechanism model of company micro blog interaction tactics on consumer-brand relationship is proposed following the steps of coding and categorization, then the saturation level of this mechanism is tested. Results show that1) Companies adopt two types of tactics in micro blog interaction:social interaction and task-oriented interaction;2) Micro blog interaction arises consumer emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumer emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance;3) The influence mechanism differs among different consumer knowledge levels, industries and brand awareness.
Secondly, based on use and gratification theory, organization support theory and union participation theory, an influence mechanism model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyalty. Results show that social interaction and commercial interaction are important micro blog branding tools. Social interaction positively influences consumers'perceived socioemotional support and perceived information value. Commercial interaction positively influences perceived information support. Perceived socioemotional support and information support are positively related to consumer micro blog stickiness, which is positively related to brand loyalty. In addition, social interaction is more important in attracting sticky consumers and brand loyalty. Thus, social interaction should be the focus of company micro blog interaction, commercial interaction should be blended with social interaction. Micro blog stickiness can be used to enhance brand loyalty.
Finally, based on consumer learning theory, information integration theory and attitude theory, an influence mechasim of company micro blog interaction on consumers' purchase intention is proposed and tested empirically. Results show that playfulness, informativeness, situation-fit and responsiveness positively influence consumers'purchase intention. Among different features, playfulness, informativeness, situation-fit indirectly influence consumers'purchase intention via product attitude, responsiveness directly influences consumers'purchase intention. Playfulness has the greatest influence on product attitude and responsiveness has the greatest influence on consumers'purchase intention. Thus, playfulness and responsiveness should be the focus of micro blog promotion.
引文
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