Research On The Influence Mechanism Of The Dominant Logic Of Content Marketing On Consumers' Purchase Intention

With the rapid development of social media,the ability of consumers to search for information is also strengthening,and the promotion methods of traditional advertising can no longer adapt to the preferences of consumers.Companies are also advancing with The Times,using social media to deliver marketing content to consumers.But if enterprises blindly promote marketing content to consumers will cause consumer antipathy,then content marketing came into being.Enterprises begin to convey brand and product information to consumers in the form of story telling and dialogue,and use content marketing strategy to attract customers,retain customers,so as to improve the visibility of enterprises,and ultimately achieve the purpose of improving marketing performance and corporate profits.However,the academic research on content marketing is relatively lagging behind,and the domestic content marketing research is also in the beginning stage,and the content marketing is how to make the enterprise profit research is very few.In reality,almost all enterprises are doing content marketing,but the effect is not the same.Some companies are very successful in content marketing.Most of the small and medium-sized enterprises simply follow suit,but the effect is general.What kind of content marketing will bring more profits to the enterprise?Purchase intention is a good indirect indicator to measure corporate income.Based on the above reasons,this paper studies the influence mechanism of enterprise content marketing on consumers' purchase intention.Firstly,this paper sorts out the relevant literature on content marketing and purchase intention at home and abroad,and combines the content marketing content required by consumers in different product types.The dominant logic of content marketing strategy is the core logic around the released content of enterprises,which determines the key point of delivering content to consumers.Therefore,this paper takes the dominant logic of content marketing as an independent variable and combines the literature review to summarize the three dominant logic of content marketing: product dominant logic,service dominant logic and customer dominant logic.Taking product type as the moderating variable and perceived value as the mediating variable,this study explored the influence of content marketing dominant logic on consumers' purchase intention,and product types are divided into search products and experience products.Then the empirical model is constructed through theoretical analysis and the corresponding hypothesis is put forward.In this study,tablet and perfume were selected as the representatives of search products and experience products,and the product content marketing was given by marketing scenario simulation.Then the subjects read the questionnaire and answered it.Finally,the corresponding hypothesis and empirical model were tested by data analysis.The final conclusion :(1)the three dominant logic of content marketing,product dominant logic,service dominant logic and customer dominant logic,have positive effects on the purchase intention of consumers as the dependent variable and the perceived value of consumers as the intermediate variable.(2)Perceived value plays a part of mediating role in the influence of content marketing dominant logic on consumers' purchase intention.(3)Product type plays a moderating role in the influence of content marketing dominant logic on purchase intention.In the search type study,the product dominant logic and the service dominant logic of content marketing have more positive influence on the consumers' perceived value than the customer dominant logic.In the research on the types of experiential products,the product dominant logic of content marketing has less positive impact on consumers' perceived value than the service dominant logic and customer dominant logic.Finally,this study combined the above results,proposed for the enterprise content marketing strategy management enlightenment,and pointed out the limitations of this study.