TITLE:
The Influences of Short Video Content Marketing on the Purchase Intention: The Case of “Haohuanluo” in China
AUTHORS:
Zhou-Yan Wu, Fang-Lu Zhang
KEYWORDS:
Short Video, Content Marketing, Perceived Value, Purchase Intention
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.6,
November
29,
2024
ABSTRACT: Based on the Stimulus-Organism-Response (SOR) theory, this study examined the relationships between content marketing, perceived value and purchase intention of short video posted by “Haohuanluo” in China. 288 valid and quantitative questionnaires were collected and analysed in this research. Firstly, this study found that three dimensions of content marketing and two aspects of perceived value have influences on purchase intention, and perceived value is the mediating variable between content marketing and purchase intention. Furthermore, entertaining content can arise the interests of consumers, while functional content can win consumers’ trust, and reducing consumers’ sense of uncertainty. And social-interactive content can meet the desire of communicating with people. Finally, increasing entertainment, functional and interactive content can result in higher perceived value. While higher perceived usefulness and lower perceived risk can lead to higher purchase intention.