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

With the rapid development of science and technology,China has ushered in the 5G era.The rapid development of the Internet promotes the rapid development of new media.A variety of online apps spawned by the COVID-19 pandemic are gradually changing consumers’ habits and lifestyles.As a new form of content communication,short video is favored by consumers with its short and dynamic characteristics and gradually becomes one of the important media for information dissemination.As consumers have more convenient access to information,information dissemination also presents a new feature of information overload from the original information asymmetry,making consumers more inclined to take the initiative to search for the information they like and beneficial to their decision-making.As one of the most popular social entertainment tools,short video can quickly occupy the "heart" of consumers,and "swiping short video" has become an indispensable activity of consumer fragmentation time.Changes in consumers’ online shopping habits have spawned a variety of online shopping platforms,among which the most popular are short-sighted band goods and live broadcast band goods,and this form of content marketing has also developed rapidly.Therefore,more and more businesses focus on short videos and begin to dig deeper into the real value behind short videos,taking "short video + content" marketing as an important marketing means.The popularity of short video is accompanied by the rise of short video marketing,such as false publicity of merchants,etc.In the process of short video marketing,the marketing content of merchants is resisted by some consumers,which affects the conversion of order rate.Therefore,it is of great practical significance to discuss how short video marketing and content marketing affect consumers’ purchase intention.As a product of a specific era,the relevant research on short video is in its initial stage,and mainly focuses on case study and marketing strategy research.The development of short video is inseparable from its innovative,novel and dynamic content.Although content marketing has a long history of practice,theoretical research on content marketing is still lacking under the specific background of COVID-19,especially content marketing with short videos as the background.Therefore,against the realistic background of COVID-19 and the popularity of short videos,this thesis explores how the characteristics of content marketing affect consumers’ purchase intention,with online flow experience as the mediating variable and uncertainty avoidance as the moderating variable.On the basis of existing literature,this study constructed the theoretical model and proposed relevant research hypotheses based on S-O-R model,flow experience theory,perceived risk theory and media richness theory.At the same time,this thesis adopts the method of randomly issuing questionnaires to collect data from consumers who browse short videos with goods.SPSS25.0 and AMOS24.0 are used to test the collected 361 sample data to verify the corresponding hypotheses and models.The results show that:(1)functional content,entertainment content and interactive content of short video content marketing positively affect consumers’ purchase intention;(2)Online flow experience plays a mediating role between short video content marketing and consumers’ purchase intention;(3)Uncertainty avoidance not only negatively moderated the relationship between online flow experience and purchase intention,but also negatively moderated the mediating effect of online flow experience.The research conclusion of this thesis can provide some reference for merchants to adopt short video marketing strategy.When using short video to carry out marketing,we should pay attention to the function,entertainment and interactive characteristics of high-quality content,so as to improve consumers’ experience perception,and then enhance purchase intention to achieve order conversion.At the same time,this study theoretically enriched the research on the relationship between short video content marketing and purchase intention.