美妆类短视频内容营销对消费者购买意愿的影响研究

作者	裴春然
姓名汉语拼音	Pei chun ran
学号	2019000009007
培养单位	兰州财经大学
电话	18526466252
电子邮件	392403144@qq.com
入学年份	2019-9
学位类别	学术硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理
学科方向	企业管理
学科代码	120202
授予学位	管理学硕士
第一导师姓名	林艳
第一导师姓名汉语拼音	Lin yan
第一导师单位	兰州财经大学
第一导师职称	教授
题名	美妆类短视频内容营销对消费者购买意愿的影响研究
英文题名	Research on the influence of short video content marketing on consumers' purchase intention
关键词	内容营销品牌认同认知需求购买意愿美妆类短视频
外文关键词	Content marketing ; Brand identity ; Cognitive needs ; Purchase intention ; Short video on beauty makeup
摘要	随着各类新兴媒体社交网络平台的发展，短片视频作为一种新发展起来的视频发布模式，得到了人们的认可，逐渐成为人们娱乐生活的焦点。在碎片化时代，短视频的发展为企业和消费者均带来了便利，它可以作为企业的营销新工具，也是消费者获取信息的快速通道，短视频网络平台的发展势必会对实体经济产生不小的影响。美妆类短视频在短视频行业其中有着重要的位置，各美妆博主颠覆了传统的视频内容表达，同时视频场景变得多元化，视频内容不断创新，越来越能受到大众的喜爱，得到了一致认可。内容营销的主要目的就是向消费者传达最有价值的资讯,从而形成购物行为,但同时各个类别的内容营销所传达的资讯也不同。目前学界对于短内容营销的研究尚处在起步阶段,并主要依托国外现实背景。正基于此,根据中国互联网的当下实际国情,本文力图发掘美妆类短视频内容营销的三维度，即功能性内容、娱乐性内容、社交互动内容对其潜在的目标消费者所产生的购买意向层次上具有的内在重要意义影响的程度以及变量之间所存在着的内在关系,同时文中还尝试引入品牌认同因素作为主要研究的中介变量,认知需求因子分别作为相关研究的调节性变量,在全面深入阅读研究及综合梳理相关文献基础上,建构研究理论模型体系框架提出相关假设。采用网络线调查问卷等方式来进行海量网络数据信息自动收集,并应用 Spss26.0 以及 Amos24.0 系统等大型软件直接对采集资料数据进行处理与统计分析。经验证得出以下结论：（1）美妆类短视频内容营销过程中，功能性内容、娱乐性内容、社交互动内容均正向影响购买意愿。（2）美妆类短视频内容营销过程中，功能性内容、娱乐性内容、社交互动内容均正向影响品牌认同。（3）品牌认同在美妆类短视频内容营销三个维度对购买意愿的影响机制中起到中介作用。（4）认知需求在美妆类短视频内容营销三个维度与购买意愿之间具有负向调节作用。文末基于研究结论，对企业如何通过短视频内容营销促进消费者的购买意愿提供了可操作性的建议。
英文摘要	With the development of various emerging media social network platforms, short video, as a newly developed video release mode, has been recognized by people and gradually become the focus of people's entertainment life. In the era of fragmentation, the development of short video has brought convenience to both enterprises and consumers. It can serve as a new marketing tool for enterprises and a fast channel for consumers to obtain information. The development of short video network platform is bound to have a great impact on the real economy. Beauty makeup short videos play an important role in the short video industry. Beauty makeup bloggers subvert the traditional expression of video content. Meanwhile, the video scene becomes diversified and the video content keeps innovating, which is more and more popular with the public and has been unanimously recognized. The purpose of content marketing is to deliver valuable information to consumers, which leads to purchase behavior, and different types of content marketing convey different messages. At present, the academic research on content marketing is still in its infancy, mostly based on the realistic background of foreign countries. Based on this, combined with the actual situation of the Internet, this paper tries to explore the three dimensions of short video content marketing, that is, the degree to which functional content, entertainment content, and social interaction content have an intrinsic impact on the level of potential consumers’willingness to purchase, and the inherent relationship between the variables, at the same time, this paper also attempts to introduce brand identity factor as the intermediary variable of the main research, and cognitive demand factor as the intermediary variable of the relevant research, on the basis of in-depth reading and comprehensive combing of relevant literature, this paper constructs the theoretical model system framework of the research and put forward relevant hypothesis. This paper adopts the method of Network Line questionnaire to automatically collect massive network data, and uses large software such as SPSS26.0 and Amos24.0 to process and analyze the data directly. The empirical results are as follows :（1）in the marketing process of beauty short video content, functional content, entertainment content and social interaction content all positively affect purchase intention.（2）Functional content, entertainment content and social interaction content all positively affect brand identity in the marketing process of short video content of beauty cosmetics（3）Brand identity plays an intermediary role in the influence mechanism of the three dimensions of beauty short video content marketing on purchase intention. （ 4 ） Cognitive need has a negative moderating effect between the three dimensions of beauty short video content marketing and purchase intention. At the end of this paper, based on the research conclusions, it provides practical suggestions for enterprises to promote consumers' purchase intention through short video content marketing
学位类型	硕士
答辩日期	2022-05-20
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	72
参考文献总数	91
馆藏号	0004241
保密级别	公开
中图分类号	F27/186
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/32261
专题	工商管理学院
推荐引用方式 GB/T 7714	裴春然. 美妆类短视频内容营销对消费者购买意愿的影响研究[D]. 甘肃省兰州市. 兰州财经大学,2022.

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