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论文编号：	15363
作者编号：	2120233717
上传时间：	2025/6/7 12:25:38
中文题目：	短视频平台中内容营销对消费者购买意愿的影响机制研究
英文题目：	Study on the Influence Mechanism of Content Marketing in Short Video Platforms on Consumers'''' Purchase Intention
指导老师：	刘建华
中文关键字：	内容营销；消费者购买意愿；感知价值
英文关键字：	content marketing; consumer purchase intention; perceived value
中文摘要：	随着短视频平台的迅速发展，大量品牌通过短视频平台开展内容营销以适应新兴市场环境，但在短视频场景下内容营销对消费者购买意愿的影响机制研究仍存在不足。本研究结合SEM和fsQCA方法，基于叙事传播理论、科技接受模型和感知价值理论，构建了影响消费者购买意愿的分析框架，聚焦叙事特征、技术体验和价值感知三个维度，探讨短视频内容营销对消费者购买意愿的作用机制，揭示了短视频内容营销影响消费者购买意愿的复杂路径与组态。 本研究通过SEM方法验证九个假设，发现内容自身特征正向影响品牌情感共鸣，内容载体特征正向影响社交认同度，进而促进消费者购买意愿；通过fsQCA方法分析识别出七种组态，并归纳出六种类型，包括品牌故事主导型、多维协同驱动型、情感共鸣主导型、界面友好主导型、技术体验主导型和文化价值吸引型，揭示了各组态中不同变量组合的共性与差异，发现消费者购买意愿的形成具有多样性和复杂性。结果表明，文化价值、品牌情感共鸣和社交认同度是提升消费者购买意愿的关键因素，而叙事特征、技术体验和价值感知维度的协同作用能够显著增强短视频内容的营销效果。最后，本研究提出了品牌通过短视频平台进行内容营销的优化建议，包括强化品牌故事叙事力、优化用户体验设计、提升文化价值展现和深化品牌情感连接等具体策略。 本研究不仅丰富了短视频内容营销领域非对称因果关系分析的实证研究，还为品牌短视频平台的内容营销提供了理论指导，建立了“叙事特征-技术体验-价值感知”模型，通过组态分析揭示了消费者购买意愿的形成并非线性对称因果，而是多要素非线性交互的复杂系统。本研究为推动品牌新媒体实践从高成本试错向针对性更强、抓手更有力的内容营销方式转变，提供了重要的理论依据和实践指导。
英文摘要：	With the rapid development of short video platforms, a large number of brands have carried out content marketing through short video platforms to adapt to the emerging market environment. However, there is still a lack of research on the influence mechanism of content marketing on consumers' purchase intention in the context of short videos. Combining the SEM and fsQCA methods, this study constructs an analytical framework for influencing consumers' purchase intention based on narrative communication theory, technology acceptance model, and perceived value theory. Focusing on the three dimensions of narrative characteristics, technical experience, and value perception, it explores the mechanism of action of short video content marketing on consumers' purchase intention and reveals the complex paths and configurations of how short video content marketing affects consumers' purchase intention. This study verifies nine hypotheses through the SEM method and finds that the characteristics of the content itself have a positive impact on brand emotional resonance, and the characteristics of the content carrier have a positive impact on social identity, which in turn promotes consumers' purchase intention.Through the fsQCA method, seven configurations are analyzed and identified, and six types are summarized, including brand story dominated type, multi-dimensional collaborative driven type, emotional resonance dominated type, interface friendly dominated type, technical experience dominated type, and cultural value attractive type. It reveals the commonalities and differences of different variable combinations in each configuration and finds that the formation of consumers' purchase intention is diverse and complex. The results show that cultural value, brand emotional resonance, and social identity are the key factors for enhancing consumers' purchase intention, and the synergistic effect of the dimensions of narrative characteristics, technical experience, and value perception can significantly enhance the marketing effect of short video content. Finally, this study puts forward optimization suggestions for brands to conduct content marketing through short video platforms, including specific strategies such as strengthening the narrative power of brand stories, optimizing user experience design, enhancing the display of cultural value, and deepening brand emotional connection. This study not only enriches the empirical research on the analysis of asymmetric causal relationships in the field of short video content marketing but also provides theoretical guidance for the content marketing of brands on short video platforms. It establishes the "narrative characteristics - technical experience - value perception" model. Through configuration analysis, it reveals that the formation of consumers' purchase intention is not a linear and symmetric causal relationship but a complex system of nonlinear interaction of multiple elements. This study provides important theoretical basis and practical guidance for promoting the transformation of brand new media practice from high-cost trial and error to a more targeted and powerful content marketing approach.
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