中文摘要：

社交网络环境下对消费者意见领袖的研究已成为目前研究热点。本文在对消费者意见领袖及消费者行为意愿研究基础上，结合ABC态度模型及理性行为理论，并以新浪名人微博为例构建了消费者意见领袖对消费者态度影响模型。结果表明：消费者对名人信任度、消费者对微博营销信息信任以及名人微博活跃度显著正向影响认知性态度及其情感性态度：认知性态度与情感性态度显著正向影响其意向性态度；消费者对名人信任度显著正向影响其对微博营销信任。研究成果可为社交网络环境下企业提高消费者态度提供策略借鉴。

英文摘要：

Research which based on consumers＇ opinion leader in social networking environment has become a hotspot. Therefore,on the basis of the research of consumer opinion leaders and consumer behavior intention, this paper combined the ABC attitude model and the Theory of Reasoned Action with Sina celebrity microblog, we build the model of the leader consumers＇ impact on consumer attitudes, The result shows that consumer＇s trust degree of celebrities and microblog marketing information and the activeness of celebrities＇ microblog influence the cognitive and emotional components of their attitude, significantly and positively. Similarly, the cognitive and emotional components of their attitude have the same effects on the intentional components of their attitude, and so does the consumer＇s trust degree of celebrities on their trust of microblogging marketing. The result can provide important strategy references for enterprises to improve consumer attitudes in social networking environment.