The Effect Of Garment Enterprises Micro-blog Interaction On Brand Attitude

In2006, Twitter brought the micro-blog concept to the world firstly. In2007, theconcept was introduced to China. During the first half of2013, Sina micro-blogregistered users have reached0.536billion. Surfing the micro-blog has become one ofthe main activities for most people. No matter who you are: professors, movie stars,singers, teachers or students, you can have your own micro-blogs. Different industryenterprises take advantage of rich user resource on micro-blog platforms tocommunicate their consumers directly. Finally the enterprises hopes their followers’can have a good image on the brand. This paper will take the garment enterprisemicro-blog interaction as object and use the quantitative study to know how itinfluences consumers’ brand attitude.The Theory of Reasoned Action Model suggests that brand attitude includescognitive, affective attitude and the brand attitude has a positive effect on brandpurchase intention. With the help of literature research and in-depth interviews, theantecedents of garment enterprises micro-blog interaction which influence brandattitude were found: knowledge quality, information speed, celebrity effect, incentiveactivities, interaction with followers. Then155followers of the garment enterpriseson Sina micro-blog were invited to fill in the questionnaires. After collecting all thedata, SPSS19.0was used to do reliability analysis, validity analysis, correlationanalysis, regression analysis and mediating effect analysis.The main conclusions of this study are:(1) the5factors of garment enterprisesmicro-blog interaction have relationships with cognitive attitude and affective attitude.(2)knowledge quality, celebrity effect and interaction with followers have significantpositive effects on the brand cognitive attitude, brand affective attitude. However, theinformation speed and incentive activities don’t have effects on the brand attitudes.(3)knowledge quality, celebrity effect and interaction with followers can influence onbrand purchase intention through cognition and affective attitude.