企业家微博信息质量对粉丝品牌态度的影响机理研究

Research on Relationship between Entrepreneurs‘ Weibo Information Quality and Fans‘ Brand Attitude

中文关键词:  微博信息  信息质量  类社会互动  偶像崇拜  品牌态度

英文关键词:weibo information  information quality  parasocial interaction  idolatry  brand attitude

中文摘要:

      基于类社会互动和偶像崇拜的视角,对企业家微博的信息质量与粉丝品牌态度之间的关系进行了实证研究,发现企业家微博信息的准确性、适当性和可读性均对粉丝与企业家之间的类社会互动有直接正向影响,而它们对粉丝品牌态度的影响存在差异性；信息的准确性、适当性对粉丝品牌态度的直接影响不显著,而信息的可读性对粉丝的品牌态度有直接正向影响；偶像崇拜在微博信息的可读性与类社会互动以及可读性与品牌态度之间均存在正向的调节作用。 

英文摘要:

      Based on the perspective of parasocial interaction and idolatry, this article explores the relationship between the entrepreneur‘s Weibo information quality and fans‘ brand attitude. The results shows that the information accuracy, appropriateness and readability of entrepreneurs‘ Weibo have a direct positive influence on parasocial interaction, but there is a big difference as to their influences on fans‘ brand attitude. The information accuracy and the appropriateness have no direct significant influence on the fans‘ brand attitude, and the information readability does have a direct positive influence on fans‘ brand attitude. The idolatry has a positive moderating role in the relationship between entrepreneurs‘ Weibo information readability and parasocial interaction, and in the relationship between readability and brand attitude. 