Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)

Research on the Influencing Factors of Customer's Purchase Intention in the Context of Content Marketing

Authors
Danli Gao
Corresponding Author
Danli Gao
Available Online August 2018.
DOI
https://doi.org/10.2991/icesem-18.2018.277How to use a DOI?
Keywords
Content marketing; Relationship strength; Purchase intention; Perceived risk
Abstract

This paper discusses the internal mechanism of consumers' purchase intention in the context of content marketing. It is of great significance to carry out effective marketing for enterprises, improve the relationship between customers and enterprises, and achieve organizational goals. This paper proposed a conceptual framework that utilized Hovland’s persuasion theory to explain the influence of different contents and relationship strength on consumer’s purchase intention. The results show that the relationship strength has a significant positive effect on perceived risk; the perceived risk of weak ties group is significantly greater than the perceived risk of strong ties group; the informational-based content and the entertainment-based content all have significant positive effect on brand identity; perceived risk is negatively correlated with purchase intention; and brand identity will positively influence purchase intention.

Copyright
© 2018, 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 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2018
ISBN
978-94-6252-557-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/icesem-18.2018.277How to use a DOI?
Copyright
© 2018, 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  - Danli Gao
PY  - 2018/08
DA  - 2018/08
TI  - Research on the Influencing Factors of Customer's Purchase Intention in the Context of Content Marketing
BT  - Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
PB  - Atlantis Press
SP  - 1184
EP  - 1189
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-18.2018.277
DO  - https://doi.org/10.2991/icesem-18.2018.277
ID  - Gao2018/08
ER  -