The purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention.
The proposed research model is examined empirically using a survey of 315 users of the Sina micro-blog. The statistical analysis applies a method based on variance using partial least squares.
The results show that online retailers’ micro-blog posts, which are characterized by informativeness and persuasiveness as perceived by customers, positively impact online retailers’ brand equity, which in turn influences consumer purchase intention. In addition, perceived information usefulness is found to be an important contextual factor that moderates the relationship between perceived persuasiveness and online retailer brand equity.
This work adds significance to the literature by extending the research on micro-blog marketing and also provides practical recommendations for online retailers on the operation of micro-blogs.
