STUDY ON THE INFLUENCE FACTORS OF SHORT VIDEO CONTENT MARKETING ON CONSUMERS' PURCHASE INTENTION : Survey on Three Squirrels TikTok followers in China

Li, Zhixin (2022) STUDY ON THE INFLUENCE FACTORS OF SHORT VIDEO CONTENT MARKETING ON CONSUMERS' PURCHASE INTENTION : Survey on Three Squirrels TikTok followers in China. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

With the rapid development of the Internet, short video platforms also enter the E-commerce business with huge traffic advantages. At the same time, the GMV of the E-commerce of short video platform is also growing rapidly, becoming the next new e-commerce platform. Unlike traditional E-commerce products that attract customers with price and quality product information, the short video platform attracts customers through various types of content. It is essential for the short video platform to be an E-commerce platform. Therefore, it is of specific practical significance to discuss the mechanism of short video content marketing on purchase intention. Based on this, this paper explores the various factors of content marketing affecting purchase intention and the correlation. From the perspective of the types of content marketing, based on reading and combing previous literature, it is divided into three dimensions of product content, entertainment content, and interactive content to construct a theoretical model and put forward research hypotheses. Respondents of this study are Three Squirrels (@songshu0619) TikTok followers in China, and the questionnaire survey method was used to collect data. A total of 309 valid questionnaires were collected in the questionnaire survey. SPSSAU and Excel were used for data statistics and analysis. Descriptive statistics, reliability and validity test, correlation analysis, regression analysis, and other data analysis methods were used to verify this research's hypotheses and models. The empirical results show that product, entertainment, and interactive content positively impact purchase intention in short video content marketing, so it can be concluded that content marketing has a positive impact on consumers' purchase intention.

Item Type: Thesis (S2)
Uncontrolled Keywords: Content Marketing, Product Content, Entertainment Content, Interactive Content, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Li Zhixin
Date Deposited: 19 Sep 2022 07:27
Last Modified: 19 Sep 2022 07:27
URI: http://repository.upi.edu/id/eprint/76122

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