基于微博的企业家与粉丝类社会互动研究  

The Parasocial Interaction Research between Entrepreneur and Fans in Microblog

作　　者：沙振权[1] 周丹婷[1] 

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《工业工程与管理》2013年第5期112-117,123,共7页Industrial Engineering and Management

基　　金：国家社会科学基金资助项目(11BGL036)

摘　　要：通过研究微博中影响粉丝品牌态度的因素,提出了企业家社会吸引、活跃度和信息质量使粉丝产生类社会互动进而在类社会互动的基础上影响品牌态度的模型,实证了类社会互动能显著地影响品牌态度,及企业家社会吸引、活跃度和信息质量这三个前因变量均对类社会互动有显著的正向影响。最后提出了应用类社会互动理论,为企业微博营销提供相关启示。The influence factors of brand attitude in mieroblog were studied and the model of social attraction,activity and information quality was put forward on the base of parasocial interaction,by which brand attitude was affected.Parasocial interaction was confirmed that it could significantly affect brand attitude,and the three antecedent variables （social attraction,activity and information quality） had a significant positive impact on parasocial interaction.The application of the theory of parasocial interaction was put forward and a relevant inspiration for microblog marketing was provided.

关 键 词：品牌态度 类社会互动 社会吸引 活跃度 信息质量 

分 类 号：F279.23[经济管理—企业管理]