Research On The Mechanism Of The Impact Of Clothing Short-video Content Marketing On Purchase Intention

With the rapid change of Internet technology,the short video platform represented by "Tiktok" and "Kwai" has become a new force and mainstream channel in online marketing.Brands are using short video platforms to output promotional content to potential consumers,attempting to establish long-term and stable positive relationships with consumers,utilizing the value of short videos and their ability to convert transactions,and promoting increased purchasing intention and potential buying behavior.As the earliest category to enter the short video platform,clothing brands establish a matrix of multiple official brand accounts,actively create,operate,and advertise short videos.Content marketing based on short video platforms has become an important way for clothing brand marketing today.In recent years,clothing brands have maximized the marketing effectiveness of the brand and its products by embedding product information in short video content,integrating entertainment content,adding creative ideas,building positive interactive relationships,designing scenarios,etc.,and strengthening potential consumers’ perception of the value of the brand and its products.To guide clothing brands in outputting high-quality and accurate clothing short videos,this study establishes a theoretical model of the impact of clothing short videos on consumer purchase intention,explores the impact paths and mechanisms between various variables,helps clothing brands understand the connotation and essence of short video marketing,guides clothing companies to carry out short video content marketing in a rhythmic and efficient manner,in order to stimulate purchase intention and enhance purchase conversion,Leading the direction of consumption.This article is based on the S-O-R theoretical model to establish a theoretical model of the impact of clothing short videos on consumer purchase intention.In the model,short video content marketing is used as the independent variable,perceived functional value and perceived emotional value are used as intermediary variables,purchase intention is used as dependent variable,and brand familiarity is introduced as moderating variable to explore its moderating effect in the first half of the mediation path.SPSS and AMOS software were used to conduct empirical analysis on the sample data.After the reliability and validity test,the structural equation model was built and the path coefficient between the variables was analyzed to test the Main effect hypothesis.Bootstrap method was used to test the mediation effect of perceived functional value and perceived emotional value.Finally,draw research conclusions.In addition,this article conducts a case study on the U brand,using a validated theoretical model to analyze the current situation of clothing short video marketing of the case brand,analyzing its advantages and disadvantages in short video content marketing,and proposing practical suggestions for its content marketing problems.