Research On The Influence Of Content Marketing And Image Perception On Consumer Behavioral Intention

With the vigorous development of the Internet,the environment of the consumer market has changed greatly,and the traditional marketing mode has also shown a deep depression under the background of the change of the situation of the consumer group.The post-90 s generation,which plays an important role in the consumer market,are more inclined to perceptual consumption,pursue individuation,and tend to transform a certain consumption feeling into consumption value.As we all know,consumption characteristics and consumption psychology are the first elements that affect consumption trends.In order to meet the needs of consumers and achieve their own long-term development,companies need to fully understand consumer psychology before marketing,focus on consumer needs,and infiltrate consumer needs into the product design and marketing work,think what the audience wants and do what the audience needs,not only to meet the actual needs of the audience,but also to guide the potential needs of the audience,and finally to achieve the marketing objectives of the enterprise.Content marketing,as a new type of marketing method,is being recognized and used by more and more companies.It emphasizes the entertainment of marketing methods and the value of content information.The valuable information can increase the depth of communication,and the entertaining communication mode can promote consumers to produce favorable perception and then produce purchase behavior.Studying the impact of content marketing on consumer behavior intentions will provide new ideas for the formulation of corporate marketing programs.Based on information dual processing theory,"S-O-R" theory,"means-end chain" theory,this paper explore the mechanism of content marketing on consumer behavior intention,and discusses the mediating role of image perception and the effect of information asymmetry in the process of content marketing on consumer image perception.The results show that content marketing has a significant positive effect on behavioral intention,and image perception has a partial mediating effect in the relationship model of informational content and entertainment content of content marketing with the search intention,purchase intention and recommendation intention of consumer behavior intention.Image perception has a significant positive effect on search intention,purchase intention and recommendation intention,and information asymmetry plays a positive regulatory role in the influence of entertainment content on image perception.Therefore,this paper suggests that the organization manager choose different content marketing strategies,combine the current situation of information asymmetry between enterprises and consumers,implement differentiated content marketing,and appropriately highlight the entertainment of content information,so as to guide consumers to make behaviors that are conducive to the long-term development of the enterprise.