基于扎根理论的短视频内容营销对消费者在线购买意愿的影响

The Infl uence of Short Video Content Marketing on Consumers’Online Purchase Intentions Based on the Grounded Theory

直播账号中的短视频内容营销作为直播账号打造人设、产品介绍、品牌宣传的核心,对消费者购买意愿具有重要的影响作用。本文以扎根理论为依据开展质性研究,针对用户开展大规模的访谈,对研究所需的研究资料进行收集,并在此基础上制定理论研究模型,对短视频内容营销等概念和内涵进行明确,为后续的研究打下坚实的基础。本文使短视频内容营销对消费者在线购买意愿影响机制得以完善,弥补了相关的理论研究空白,并对消费者购买意愿的影响因素进行明确,对MCN机构打造IP、提高账号质量、激发消费者购买欲望具有十分重要的实践意义。

Short video content marketing in live-broadcasting accounts,as the core of live-broadcasting accounts’establishment of personal image,product introduction and brand promotion,has an important impact on consumers’purchase intentions.This paper conducts qualitative research based on the grounded theory and conducts large-scale interviews with users to collect research data needed for the research.Based on this,a theoretical research model is developed to clarify concepts and connotations of short video content marketing and lay a solid foundation for subsequent research.This paper improves the infl uence mechanism of short video content marketing on consumers’online purchase intentions and fills the gaps in relevant theoretical research.It clarifies the influencing factors of consumers’purchase intentions,which is of great practical significance for MCN to build IP,improve account quality and stimulate consumers’purchase desires.