微博口碑营销特征对企业品牌价值的影响——基于关系视角的研究  

Influence of Characteristics of Word- of- mouth Marketing of Micro- blog on Enterprise's Brand Value:From the Perspective of Relationship

作　　者：郑亚琴[1] 王晓宇[1] 郑文生[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《财贸研究》2016年第4期120-126,共7页Finance and Trade Research

基　　金：教育部人文社科规划基金项目"微博口碑营销对企业品牌价值影响的动态评价研究"(12YJA630197)

摘　　要：探讨微博口碑的"视觉性"、"专业性"、"交互性"特征通过"关系强度"的中介作用,对企业品牌价值中品牌忠诚度、购买及再传播意愿产生的影响,构建微博口碑营销特征对企业品牌价值影响的测度模型,并利用结构方程模型进行实证研究。结果表明,视觉性、专业性、交互性等微博口碑营销特征对中介变量关系强度具有显著的正向影响;关系强度对品牌忠诚度、购买及再传播意愿具有显著的正向影响;品牌忠诚度对购买及再传播意愿具有显著的正向影响。By discussing the influences of the characteristics, such as ＂vision＂, ＂professional＂, ＂interactive＂, of word -of- mouth marketing（WOM） of micro - blog on the brand loyalty of enterprise＇ s brand value, purchase, and rediffusion intention, through the intermediary role of relationship strength, measurement models are constructed to probe into the influences of the characteristics of WOM of micro - blog on the enterprise brand value, and structural equation model is built for empirical research. Results show that the three variables, vision, professional and interactive, all influence relation intensity and the mediation variable positively. Relation intensity has a significant positive influence on brand loyalty, pur- chase, and re - diffusion intention. In addition, the brand loyalty has significant positive influences on pur- chase and re -diffusion intention.

关 键 词：微博 口碑营销 品牌价值 品牌忠诚度 关系强度 

分 类 号：F713.36[经济管理—产业经济]