| User-generated content is a new way of compiling and creating online information, which becomes the focus of the academic world. With the development of Web2.0, User-generated content which was created by consumer through on line through social network site is the key channel for communication between consumers and retailers. In the age of internet, website develop fast and become popular, making online brand community become the important site for consumer to search information about product or brand and communicate with each other. There is a overwhelming trend of using the word of mouth in community to promote the sales of produce, as well as taking advantage of interactivity in community to attract consumer. In fact, The more interactive value provided by User-generated content based on online brand community, the more influence it will occur. The interactive utility of User-generated content contains not only instrumental utility and entertainment utility, but also social utility which including maintain personnel relationship and social enhancement. However, most of consumer’s behavior, such buying new product advertisement identify and brand preference as well as choice, will be influenced by other person. As a result, when facing different utility and goal of User-generated content, consumer with different susceptibility to interpersonal influence will perceive different value. Therefore, confronting with such fierce competition, focus on the interactivity of User-generated content and study the brand attitude toward consumer with different susceptibility to interpersonal influence has important research and practical significance.This paper based on the literature review of User-generated contents online interactivity、brand attitude and consumer susceptibility to interpersonal influence, draws on previous research results, builds an research model which integrates interactivity utility、brand attitude and susceptibility to interpersonal influence, discuss the relationship between interactive utility of User-generated content and brand attitude, as well as the moderate influence of susceptibility to interpersonal influence from the perspective of online brand community. This paper amended the questionnaire several times to ensure the validity of variables measuring, The model and relation assumption are tested and analyzed by AMOS17.0. The findings confirm that social、instrumental and entertainment utility positively influence brand attitude; Normative influence factor have regulation effect on the relationship between social utility and brand attitude as well as entertainment utility and brand attitude, however, informational influence factor have regulation effect of the relationship between instrumental utility and brand attitude.Then, according to the verification results, in order to promote consumer’s attitude and improve the performance of retailers, a number of marketing proposals are made for retailers to expend the online market, improve the interactivity in community and also build a good relationship with consumer. Although there are some innovations in this paper, there still have some defects, so the limitations of the study and future research directions are put forward at last. |
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