Research on Content Marketing Strategy of Guangzhou Online Used Clothing Stores - Based on the Analysis of Consumer Psychology and Behavior

Abstract

This study analyzes the content marketing strategy of online second-hand clothing stores in Guangzhou. It is found that consumers' purchase motives include economic rationality, environmental identity and social attributes, and their purchase decisions are significantly influenced by trust mechanisms and risk perception. Based on this, we constructed a content marketing strategy oriented to consumers' psychological needs, such as creating value resonance and trust-enhancing content, implementing precise reach and interaction strategies, and carrying out scenario-based marketing innovation. To address the problems of content homogenization and user retention, data-driven and membership system optimization are proposed. The study confirms that taking consumer psychology as the core, shaping brand value through storytelling and scenario-based content, and integrating online and offline trust-enhancing strategies can promote stores to realize "value co-creation" upgrading, and provide theoretical and practical references for industry development.