第
30
卷
摇
第
5
期 周
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沙振权
:
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Research on Relationship between Entrepreneurs蒺 Weibo
Information Quality and Fans蒺 Brand Attitude
ZHOU Fei
1
& SHA Zhenquan
2
(
1. College of Business Administration
,
Huaqiao University
,
Quanzhou
,
Fujian 362021
,
China
;
2. Management School
,
South China University of Technology
,
Guangzhou
,
Guangdong 510640
,
China
)
Abstract
: Based on the perspective of parasocial interaction and idolatry, this article explores the relationship between the
entrepreneur蒺s Weibo information quality and fans蒺 brand attitude. The results shows that the information accuracy, appropriate鄄
ness and readability of entrepreneurs蒺 Weibo have a direct positive influence on parasocial interaction, but there is a big difference
as to their influences on fans蒺 brand attitude. The information accuracy and the appropriateness have no direct significant influ鄄
ence on the fans蒺 brand attitude, and the information readability does have a direct positive influence on fans蒺 brand attitude. The
idolatry has a positive moderating role in the relationship between entrepreneurs蒺 Weibo information readability and parasocial in鄄
teraction, and in the relationship between readability and brand attitude.
Key Words
: weibo information; information quality; parasocial interaction; idolatry; brand attitude
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