Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019)

Empirical Study on the Impact of Short Video Content Marketing on Consumer's Purchasing Intention based on the Integrated Model of TRA and ELM

Authors
Qin Yang, Lingju Qin, Zhihui Chen, Shuangshuang Ji, Kongneng Zhang, Xiaolong Ma
Corresponding Author
Xiaolong Ma
Available Online August 2019.
DOI
10.2991/edmi-19.2019.86How to use a DOI?
Keywords
Short video; Content marketing; Brand identity; Product involvement.
Abstract

With the popularity of mobile internet, the self-Media based on pictures and texts is approaching short video. In order to comply with consumers' preferences, businessmen are exploring the way of short video content marketing to present products to consumers and expect to eventually achieve revenue conversion. In this paper, a comprehensive model based on TRA and ELM was constructed after an in-depth study of the status quo of short video content marketing. After questionnaire design and data collection, SPSS and were used to analyze the data, and the constructed conceptual model was empirically tested. The results show that knowledge, interest and emotional short video content play an important role in driving consumers' purchase intention. Consumers' product involvement plays a part of regulating role, while brand identity plays a part of intermediary role in the whole process. Based on the conclusions, this paper puts forward suggestions and suggestions for the development of short video content marketing.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
August 2019
ISBN
10.2991/edmi-19.2019.86
ISSN
2352-5428
DOI
10.2991/edmi-19.2019.86How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Qin Yang
AU  - Lingju Qin
AU  - Zhihui Chen
AU  - Shuangshuang Ji
AU  - Kongneng Zhang
AU  - Xiaolong Ma
PY  - 2019/08
DA  - 2019/08
TI  - Empirical Study on the Impact of Short Video Content Marketing on Consumer's Purchasing Intention based on the Integrated Model of TRA and ELM
BT  - Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019)
PB  - Atlantis Press
SP  - 519
EP  - 524
SN  - 2352-5428
UR  - https://doi.org/10.2991/edmi-19.2019.86
DO  - 10.2991/edmi-19.2019.86
ID  - Yang2019/08
ER  -