The Impact of Short Video Content Marketing on Consumers' Purchase Intention: Based on Informational Content and Entertainment Content

Abstract

With the rapid development of technology and the wide spread of the internet, short-video marketing has become one of the main communication methods for brands, and has permeated every aspect of consumers' daily lives. This study explores the connection between short-video content marketing, perceived value, and consumers' purchase intentions. This study constructs a SOR theoretical model with informative marketing content and entertaining marketing content in short-video marketing as independent variables, perceived credibility and emotional response in perceived value as mediating variables, and consumers' purchase intentions as the dependent variable. This study collected and analyzed 349 valid quantitative questionnaires, and found that both aspects of content marketing and two aspects of perceived value have a significant impact on consumers' purchase intentions. The influence process of perceived trust and emotional response on consumers' purchase intentions plays a mediating role, and short-video marketing has a positive impact on purchase intentions through this.