本文从认知、情感和行为等3个层面对品牌关系进行测量,结合感知价值和网络互动的相关理论,以微博为研究载体,探究品牌关系对消费者行为意向的影响机制。构建44个测量指标,验证各变量对消费者行为意向影响的非均衡性;承诺、工具互动和功能价值是消费者最为看重的指标;目前企业运用社交媒体的营销效果不够理想。基于此提出相应的对策建议。 This paper measures brand relationship from three aspects: cognition, emotion and behavior. Combining with the related theories of perceived value and network interaction, we use Weibo as a research carrier to explore the influence mechanism of brand relationship on consumer behavior intention. Constructing 44 measurement indexes to verify the unbalanced influence of variables on consumers’ behavioral intentions; Commitment, tool interaction and function value are the most important indicators for consumers; at present, the marketing effect of using social media in enterprises is not satisfactory. Based on this, we put forward corresponding countermeasures and suggestions.