The Influence Of Short Video Marketing Content On Consumers' Purchase Intention

In recent years,as the way the audience gets information constantly changes,the mainstream marketing methods have also kept updating and changing.Nowadays,short video marketing has become one of the important marketing methods adopted by domestic and foreign brands in order to grab the market.This kind of marketing method meets consumers' demand for fragmented reading and entertainment,and to a certain extent,it will have an impact on their purchasing behavior.There are a variety of categories in the consumer market,because beauty makeup product's life cycle is shorter,and it is easily influenced by the aesthetic trend,so the companies need to spend big costs on marketing.Therefore while compared with other industries,the beauty market always takes the lead in the participation of short video marketing,and the short video platform has also become the main place for all kinds of beauty brands to conduct marketing.When consumers watch short videos of beauty makeup,they can not only understand the skills of skin care and beauty makeup and good things,grasp the current popular aesthetic trend,obtain entertainment psychological satisfaction,but also seek value recognition.Undoubtedly,this kind of marketing method will also affect the buying behavior intention of beauty consumers,and how the marketing content of beauty short video affects the buying behavior intention of consumers is worth discussing.On the other hand,in the case of adopting the same way of short video marketing,domestic and foreign beauty brands achieve different effects of short video marketing.For example,the Perfect Diary brand has nearly 10 times as many fans as Loreal on TikTok(as of Feb 28,2021,Perfect Diary had 3,879,600 fans,compared with Loreal's 427,600).What are the reasons why the marketing effects of different brands vary so much?Is it because of the difference in the content of short video marketing between the two kinds of beauty brands?This paper also tries to explore it.Based on above.Firstly,this study sorted out the literature and theoretical research related to short video marketing and consumers' purchase behavioral intention.It can be observed in the results of previous studies by scholars,there are few researches on the impact of short video marketing content on consumers' purchase intention,so it be view as a key breakthrough point carried on deep discussion.It has certain inheritance and development to the existing literature and theory.Then,according to the theoretical support provided by the literature basis based on this study,as well as the reality situation of the content of beauty makeup short video,the theoretical basis model of this study is constructed.Next,all the relevant variables involved in this study were extracted from the model and defined.According to the relationship between variables,the hypothesis of this study is been proposed.What's more,the basic questionnaire is formed with a scientific and stable scale,and then the data are obtained by issuing the questionnaire.Finally,the conclusion of this study is drawn with the analysis of statistical software.In addition,this study also uses content analysis as an assistant to compare and study the short video marketing content of Loreal and Perfect Diary brands,and discusses the characteristics they focus on respectively,thus drawing all the conclusions of this study.The main conclusions of this study include:(1)In the content of short video marketing,opinion leaders' professionalism,product involvement,popularity,social interaction,and short video information's interestingness and relevance will have varying degrees of influence on consumers'functional value perception,emotional value perception and purchase intention.(2)There are certain differences between Loreal and Perfect Diary in the marketing content of their short videos,and the characteristics of their emphasis are different.Specifically,Loreal focuses on the relevance of information and the popularity of opinion leaders in its short video content,while Perfect Diary focuses on the interest of information and the popularity of opinion leaders.Even in terms of the popularity of opinion leaders,Loreal is more inclined to choose high-end and atmospheric stars,while Perfect Diary values the flow of opinion leaders.