A Study On The Relationship Between The Feature Of Microblog’s Word-of-Mouse And Consumer’s Brand Attitude

Internet Word-of-Mouse,the ability to spread information to other customers through the internet,is the evaluation of products or services.Consumer’s brand attitude,a persistent tendency of preference or disgust, is the evaluation of whole brand.They are both the core concept nouns of Marketing Field.Accompanied by Web2.0era,The new media is vigorous and explosive growing. People trying a new way to share information.More and more customers share their Buying tips, use experience and recommendation after purchase.The accompanied by search,review and forwarding behavior.what’s more come into being Microblog’s Word-of-Mouse.Positive Microblog’s Word-of-Mouse will help promote enterprise brand.Negative Microblog’s Word-of-Mouse will damage the company’image and reputation. So the people began to think about the Relationship between the feature of Microblog’s Word-of-Mouse and Consumer’s Brand AttitudeFirstly, we made a summary and conclusion about the related theories and the previous research findings about the feature of Microblog’s Word-of-Mouse and Consumer’s Brand Attitude to lay a foundation for the research on their relations. Secondly, we made an analysis of the mechanism of how Microblog’s Word-of-Mouse impacts on Consumer’s Brand Attitude impacts, on the basis of which we constructed the research model and hypothesis. Finally, a questionnaire was composed and revised after a pre-test.By means of questionnaire surveys and statistical analysis, an empirical research was conducted to research the impact of the feature of Microblog’s Word-of-Mouse on Consumer’s Brand Attitude and its scales and related hypothesis are respectively tested and verified by means of statistical analysis such as reliability and validity analysis, variance analysis, factor analysis and regression analysis. According to the statistical analysis, demographic variable has an impact on the receiver professional and emotional brand attitude; Word-of-Mouse Information strength has a positive effect on consumer’s brand attitude and it’s dimensionality; The sender relationship strength has a positive effect on consumer’s brand attitude and it’s dimensionality; The professional of sender has a positive effect on consumer’s brand attitude and it’s dimensionality; The involved extent of receiver has a positive effect on consumer’s brand attitude and it’s dimensionality; The professional of receiver has a negative effect on consumer’s brand attitude and it’s dimensionality.In the end, based on the related conclusions above, we try to make some suggestions for enterprise microblog marketing to promote Consumer’s brand attitude from the Word-of-Mouse Information strength, the sender relationship strength, the professional of sender, the involved extent of receiver, the professional of receiver.