Study On The Impact Of Short Video Content Marketing On Consumers' Purchase Intention

With the development of major new media social platforms,short videos have become increasingly popular as an innovative form of content dissemination,and they have gradually become a new medium of expression for all.In the digital era,the audience's information acquisition habits have changed,from the original passive acceptance to active search,and consumers' shopping decisions in the network environment are mostly based on external information.Short video has gradually become a powerful marketing tool in a fragmented time.With its strong traffic and attention to rapid development,the short video industry has become a force that cannot be ignored for nurturing the real economy.More and more companies are paying attention to the market dividends and potential space behind short video content marketing.The 2014 North American Enterprise Content Marketing Survey reports that more than 70% of companies spend half of their communication budgets on content marketing,and corporate practitioners attach great importance to content marketing.Therefore,it is of practical significance to explore the mechanism of short video content marketing on purchase intention.The purpose of content marketing is to attract consumer attention and stimulate purchase behavior(Pulizzi,2009),and even form brand loyalty(Lorenz,2011).At the same time,the effects of different types of content transmission are also different(Jonah Berger,2012).At present,the research on content marketing in academia is still in its infancy,and most of them are based on foreign realistic backgrounds.The research on the role of content marketing needs to be deepened.Based on this,combined with the local conditions of the country,this article attempts to explore the various factors that affect content purchase intentions and the relationships between them.From the perspective of the type of content marketing,it is divided into functional content,entertainment content,and social interactive content.In three dimensions,at the same time,psychological distance is introduced as a mediating variable from a positive perspective,and product involvement is introduced as a moderating variable.Based on reading and combing previous literature,a theoretical model is constructed and research hypotheses are proposed.The data was collected by questionnaire survey.A total of 340 questionnaires were recovered,of which 268 were valid questionnaires.Finally,Spss 24.0 and Amos software were used to process and analyze the data.After verification,the following conclusions were reached:(1)short video content marketing process In China,functional content,entertainment content,and social interaction content all positively affect purchase intentions.(2)In the short video content marketing process,functional content,entertainment content,and social interaction content all positively affect psychological distance.(3)Psychological distance plays an intermediary role in the influence mechanism of functional content,entertainment content and social interaction content on purchase intention.(4)Product involvement has a negative regulatory effect on functional content,entertainment content,social interaction content,and purchase intention.This study suggests that companies should attach importance to short video marketing tools,combine their own products or services,publish high-quality diversified multi-type content,choose the appropriate media platform,reasonably invest resources,and do a good job of fragmented time marketing,so as to shorten the psychological distance between the two parties.Enhance consumers' willingness to buy and get more traffic to realise.