Research On The Relationship Between The Strategy Of Corporate Web Interactivity,Brand Trust And Brand Loyalty

Microblogging is a feature that allows the user to update a short text (no more than140words) and in a public way. Since August2009Sina launched the "Weibo" private beta, and since the major domestic portals compete to open microblogging platforms, the number of users experienced a "explosive growth". China Internet Network Information Center (CNN-IC) released a report which shows that only in the first half of2011, China Weibo users grow form195million to63.31million. The emergence of enterprise microblogging marketing provides a new idea and microblogging marketing emerged. Currently, China Mobile, Eslite, Dell and other major companies registered enterprises account in Sina, Tencent online business and have already use microblogging as a way of building and maintaining customer relationships in the new platform,the micro-blog has started to become a new channel for corporate social marketing. To establish a large user base, strengthen the interaction between the enterprise and the audience as the main means, the microblogging network marketing has become an important way to accelerate the era of brand communication, and enhance brand influence.However, in the era of microblogging, compared with the vigorous development of microblogging, the enterprises are at a loss on how to do the brand building on the microblogging. Lots of enterprises ignore the "interest-based interaction" of microblogging as its the essential characteristics and fail to provide qualified microblogging contents to meet the consumers’need, and therefore they can not effectively use microblogging to enhance consumer relationship, brand awareness, reputation and loyalty. From the existing researches, it is discovered that the microblogging interaction between enterprises and consumers have a significant positive impact on consumer brand relationship, but as for the impact of the enterprises’ microblogging interaction strategies on consumers’brand loyalty mechanism has not researched by scholars yet.Based on the above issues, this paper Loyalty enterprise microblogging interactive strategy for consumers, carries out a in-depth study through questionnaires and empirical ways. Emphasis on empirical research that has been presented in this article validate hypotheses, and then made conclusions of this study. In this paper, microblogging users for the survey, in the form of a questionnaire to obtain data, using SPSS statistical software and measure.This paper constructs the enterprise microblogging interaction strategies impact on consumer loyalty theoretical model.Through the enterprise microblogging interactive strategy, carding brand trust and consumer brand loyalty and its three core variables related research model, this study uses a dimension scholar Yan Xing et al (2013) developed by the enterprise microblogging interactive strategies, academics dimensions of brand trust division manner Patricia Gurviez (2003) proposed a comprehensive theory as well as brand loyalty, build a " strategic enterprise microblogging interaction (social interaction, task-oriented interactive)-brand Trust (brand reliability and brand integrity brand deeds degrees)-brand loyalty (attitudinal loyalty, behavioral loyalty),"the research framework and underlying assumptions made assumptions form the basic framework of this research study.Based on the above research, this paper is divided into six parts. The first part includes the research background, significance, purpose, research methods, research framework and possible innovations described. The second part consists of the enterprise microblogging interactive strategy, brand trust and brand loyalty and theoretical literature review for a simple comb. The third part of the hypothesis with the conceptual model. This part of the basis of the previous part, around the enterprise microblogging interactive strategy, brand trust, brand loyalty conceptual model variables and assumptions made in this study. The fourth part is of the sample design and data sources, design and model design variables are described. Empirical analysis is the fifth part. The main use of SPSS statistical software for data analysis of the empirical analysis, including descriptive statistics, factor analysis, correlation analysis and regression analysis, and empirical results are described. The sixth part is the conclusion and outlook. The main conclusion of this study were analyzed and summarized, and pointed out that the theoretical and practical significance of the contribution of this paper, but also the limitations of the proposed research, research prospects and management recommendations. The main innovation of this study is:(1) Innovation on study variables. Overseas and domestic scholars have studied on microblogging and brand loyalty relationship for some time and have got certain achievements, but they basically concentrated on the brand communication strategy of enterprise microblogging and enterprises’microblogging interactions, and no research has ever focuses on the enterprise microblogging interaction strategy as the independent variable and brand loyalty as the dependent variable. Taking the enterprises’microblogging interactive strategy as independent variable is an innovation of this study. The research begins with enterprises’microblogging interactive strategy, takes the use of brand trust as an intermediate variable of the study, discusses how the enterprises’microblogging interaction strategy affects brand loyalty, finally points out the way of enterprises’microblogging interaction impacting brand loyalt, and provides a new perspective for future microblogging marketing study.(2) Taking brand trust as an intermediary variables to explain the enterprises’ microblogging interactive strategies on brand loyalty. The current study rarely combines enterprises’microblogging interactive strategy with brand trust and brand loyalty, most of the existing researches is to explore the relationship between interaction and consumer trust, brand loyalty. This paper argues that the enterprises’microblogging interactive strategy will first cause a change in consumers’ brand attitudes and then the brand loyalty. This provides a clear way to develop the forming microblogging marketing theories.(3) Verifying the effects of the two dimensions of the enterprises’ microblogging interactive strategies on consumers’loyalty. The existing researches show that microblogging interaction between enterprises and consumers have a significant positive impact on consumer brand relationship, but they give no answer for different types of interactive strategies influencing consumers’ brand loyalty. With a reference to Yan Xing’s (2013) article which studies on the classification of enterprises’microblogging interactive strategies, this paper will examine different strategies of microblogging interactive effects on brand trust under the same category, and further studies the impact on consumers’ brand loyalty.