Abstract: Using the stimulus-organism-response (S-O-R) model in relationship marketing and Hovland’s attitude change-persuasion model, a comprehensive conceptual framework which combines three kinds of relational bonds, ambivalent attitudes, purchase intention and types of new product improved attributes is built and tested. Based on 490 valid questionnaires from social networking site, AMOS26.0 and SPSS26.0 are adopted to evaluate the measurement model and the structural model. The empirical results show that the three kinds of relational bonds directly and indirectly affect consumers’ purchase intention through consumers’ final ambivalent attitudes, and the influencing direction and the influencing degree are moderated by consumers’ initial ambivalent attitudes and types of new product improved attributes.

Key words:  social network marketing, relational bonds, ambivalent attitude, purchase intention, improved attribute type