Abstract: Based on the theory of interaction ritual chains, and from the perspective of brand marketing under the milieu of new media, the paper applies SEM (structural equation model) to examine the relationship among consumers interaction, brand appeal and buying behavior. According to our research and survey, both consumers interaction participation and consumers interaction contribution exert positive effect upon consumers buying behavior, and indeed, interaction of higher quality would promote more buying behavior. Furthermore, this paper examines how consumers interaction affects buying behavior by means of brand appeal, i.e. brand appeal plays an intermediary role between consumers interaction and buying behavior;consumers interaction shall trigger brand appeal. As consumers interaction is kept rolling or intensified, brand appeal is phased as follows: brand satisfaction, brand identification and brand happiness. These three feelings afore-mentioned influence buying behavior to different degrees and brand identification reigns supreme as regards promotion to buying behavior.

Key words: milieu of new media, consumer interaction, purchase behavior, brand sentiment