Research On The Effect Of Brand Information Content Presentation On Consumer Participation In The Mobile Internet Context

The rapid development of mobile Internet technology breaks the limitations of time and space in traditional information dissemination has changed the way of communication completely. Network information platform has become the important channel for interactive communication between brand enterprises and consumers, has become important carrier of corporate brand promotion, service support and collaborative innovation. However, through the network information platform some brands have strengthened the interaction between brand and consumer, boosted the corporate brand marketing activities. But the other network information platform are bad, negative participants have occupied a larger proportion, weakened the brand value. In order to realize the sustainable development of the brand network information platform, which brand informations we should presented to the consumers? How attract consumers to the network information platform and participate in it? At present, there is no effective way to manage the network information platform. In the field of academic research, although scholars believe that the information content of network information platform is the important factors affecting consumers to actively participate in the interactive platform, but there are still a few of lacks of theory, which include the scattered research, lack of systematic research framework, fuzzy relation of influence, lack of empirical test.In order to solve the existing problems of content management on network information platform to quell and make up the theoretical research deficiency, the paper proposed the research purpose, arranged the research contents, designed the method of normative research, reviewed the related theoretical research which include sociology, psychology and related theory of management science. The paper focuses on the social cognitive theory, cognitive evaluation theory, and "S-O-R" model in environmental psychology, in order to establishing the theoretical framework and the relationship of the variables of this research and providing theory support. The paper reviewed the concept of brand relationship, the formation of brand relationship, the composition of customer participation and the influence factors, the theoretical research on customer participation in network environment, and reorganized the theoretic framework of paper research. Through the related theory and literature review, this research has the support on theory and model.Based on the relevant theory and literature, the paper defined the main variables in this research, including the brand information content presentation, brand awareness, brand emotion and consumer participation. Brand information content presentation includs enterprise information content, guiding information content and relationship information content. Drawing lessons from "S-O-R" model, the paper built the framework of the theoretical model of the effect of brand information content presentation on consumer participation in the mobile internet context, put forward 17 hypothesis of relationship. Research shows that enterprises can show three kinds of brand information of different types of enterprise information content, enterprise information content, guiding information content and relationship information content, through various network information platforms. These external environmental stimuli can affect the cognitive and emotional state of the brand within the consumer, and encourage consumers to emerge brand information participation behavior.In order to testing the hypothesis model proposed in this paper, the paper designed the research method. First, we selected the scale of the main research variables, designed the initial amount of items which includs 39 issues. Through expert group discussion and factor analysis on sample data, we remove unreasonable and low loadings items, eventually formed the 33 research items in the table. Secondly, the paper designed the questionnaire according to the formal scale, recovered 343 valid questionnaires through the network forum, micro-blog, We Chat and other electricity providers' websites and network information platform, and collected and input the data of questionnaires. Then the paper tested the reliability and validity of the scales, the results shows that the scale has good internal consistency, the content validity, convergent validity and discriminant validity, meet the requirement of processing analysis. Finally, the paper introduced the methods of hypothesis testing in this paper.According to the research design, this research carried out the basic statistical analysis, multivariate linear regression analysis, the analysis and discussion of the results, and put forward the management implications, according to the data of questionnaires and the relationship of hypothesis. First, through the analysis of mean, standard deviation, variable variance, skewness and kurtosis, the paper understanded the distribution characteristics of the sample data; through the analysis of the correlation between variables, the paper judged the relationship between the changes of common variables preliminaryly; through the analysis of homologous method deviation, the paper tested the degree of the homologous method of deviation of the sample data. Secondly, in multivariate linear regression analysis, the paper built 10 regression models to test the relationship of the brand information content presentation and the internal state of consumers, the relationship of the internal state of consumers and participative behavior, and the intermediary relationship between brand information content presentation and participative behavior. The results shows that 15 hypotheses were supported and 2 hypotheses were not supported. Finally, according to the results of multivariate linear regression analysis, the paper analyzed and discussed the results detailly, found out the reasons of the 2 hypotheses which were not supported by data. The research put forward that the brand enterprises should rich the kinds of brand content of network information in platforms, enhance the consumers' cognitive level of brand information content, and continue to shape and strengthen the emotional reaction of consumer brand.At last, the paper summarized the main conclusions, innovations, and pointed out the deficiencies and prospects. The paper put forward the innovative concept of brand information content, divided the dimension of the variables and tested and verify. The paper built the model of the structure influence relationships of brand information presentation and consumer participation innovatively. The paper analysized the influence path relationship of the model cleared the different function relationship in the model. At the same time, the paper has some deficiencies in studying the influence of the control variables, regulatory variables and the forms of presentation and so on, which need to be supplemented and improved in the later research.In a word, this paper is based on the relevant theories of sociology, psychology and management science and literature research, use a variety of research methods, such as the literature review, comparative analysis and theoretical research results of logical reasoning, facts of induction and deduction, expert interviews, questionnaire survey and quantitative analysis and other research methods. Using for reference of the "S-O-R" model in environmental psychology research, the paper builds the theoretical model of brand information content display on consumer participation in the mobile internet context, analysized the relationship between brand information content display and consumer participation in-depth, empirically tested the model through the large sample data and disussed the results. The research unveiles the "black box" of the relationship between brand information content presentation and consumer participation, validated the availability of "S-O-R" model in the study of the science of management, broaden the research field and category of consumer participation behavior, has certain theoretical meaning. The management implications in this research have important practical significance for enterprise to cohesion the information platform, realize the enterprise value creating with consumer and enhance the competitive advantage.