Reasarch on the Influence of Short Video Content Marketing on the Purchase Intention of Young Male Consumers

短视频内容营销对男性年轻消费者购买意愿的影响研究

Name: Tianyu Gao

LCSH: Consumer behavior -- Research

LCSH: Internet marketing -- Research

Abstract: 随着移动互联网的迅速发展，短视频逐渐成为碎片化时间下的强势营销工具，短视频行业凭借强势的流量和关注迅猛发展，成为反哺实体经济的一股不容忽视的力量，越来越多的企业开始关注短视频内容营销背后蕴藏的市场红利和潜在空间。本研究基于S-O-R理论、理性行为理论，将短视频内容营销分为功能型内容、娱乐型内容、互动型内容、情感型内容以及有用型内容五个维度来构建与消费者购买意愿的模型。并采用问卷调查法来获取研究数据，总共收回430份有效问卷，在数据的分析处理时使用了SPSS 25.0软件，对文中所提假设加以检验，最终得到如下结论：短视频内容营销中的五个维度（功能型内容、娱乐型内容、互动型内容、情感型内容以及有用型内容）均正向影响消费者的购买意愿。根据得出结论，本研究对此有针对性的提出了以下管理启示：重视营销内容开发；用内容赢得消费者信任；扩大营销媒介和范围。

Abstract: With the rapid development of mobile Internet, short video has gradually become a strong marketing tool under the fragmented time. With the rapid development of strong traffic and attention, short video industry has become a force that can not be ignored to feed the real economy. More and more enterprises begin to pay attention to the market dividends and potential space behind short video content marketing. Based on S-O-R theory and rational behavior theory, short video content marketing is divided into functional content, entertainment content, interactive content, emotional content and useful content to build a model of consumer purchase intention. A total of 430 valid questionnaires were collected. SPSS25.0 software was used in data analysis and processing to test the hypotheses proposed in the paper. Finally, the following conclusions were obtained: The five dimensions of short video content marketing (functional content, entertainment content, interactive content, emotional content and useful content) all have a positive impact on consumers' purchase intention. According to the conclusion, this study puts forward the following management enlightenment: pay attention to the development of marketing content; Win consumer trust with content; Expand marketing media and scope.

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Pronthip Tantivisethsak

Role: Principal Supervisor

Modified: 2567-09-09

Created: 2022

Issued: 2024-09-06

วิทยานิพนธ์/Thesis

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DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Business Administration

Grantor: Dhurakij Pundit University

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