Research On The Influence Of Short Video Content Marketing On Consumers’ Purchase Intention

With the development of various emerging media social network platforms,short video,as a newly developed video release mode,has been recognized by people and gradually become the focus of people’s entertainment life.In the era of fragmentation,the development of short video has brought convenience to both enterprises and consumers.It can serve as a new marketing tool for enterprises and a fast channel for consumers to obtain information.The development of short video network platform is bound to have a great impact on the real economy.Beauty makeup short videos play an important role in the short video industry.Beauty makeup bloggers subvert the traditional expression of video content.Meanwhile,the video scene becomes diversified and the video content keeps innovating,which is more and more popular with the public and has been unanimously recognized.The purpose of content marketing is to deliver valuable information to consumers,which leads to purchase behavior,and different types of content marketing convey different messages.At present,the academic research on content marketing is still in its infancy,mostly based on the realistic background of foreign countries.Based on this,combined with the actual situation of the Internet,this paper tries to explore the three dimensions of short video content marketing,that is,the degree to which functional content,entertainment content,and social interaction content have an intrinsic impact on the level of potential consumers’ willingness to purchase,and the inherent relationship between the variables,at the same time,this paper also attempts to introduce brand identity factor as the intermediary variable of the main research,and cognitive demand factor as the intermediary variable of the relevant research,on the basis of in-depth reading and comprehensive combing of relevant literature,this paper constructs the theoretical model system framework of the research and put forward relevant hypothesis.This paper adopts the method of Network Line questionnaire to automatically collect massive network data,and uses large software such as SPSS26.0 and Amos24.0 to process and analyze the data directly.The empirical results are as follows :（1）in the marketing process of beauty short video content,functional content,entertainment content and social interaction content all positively affect purchase intention.（2）Functional content,entertainment content and social interaction content all positively affect brand identity in the marketing process of short video content of beauty cosmetics.（3）Brand identity plays an intermediary role in the influence mechanism of the three dimensions of beauty short video content marketing on purchase intention.（4）Cognitive need has a negative moderating effect between the three dimensions of beauty short video content marketing and purchase intention.At the end of this paper,based on the research conclusions,it provides practical suggestions for enterprises to promote consumers’ purchase intention through short video content marketing.