Influence Of Short Video Content Marketing Of Fashion Brands On Consumers’ Purchase Intention And Communication Intention

In the field of apparel brand marketing,apparel brands rely on short video platforms to produce high-quality short video content,build a good brand image,and then accumulate a fan base to achieve considerable economic benefits,among which short video content marketing has become a link that cannot be ignored.At the same time,as one of the most important marketing means in the era of social media,content marketing is of great practical significance for the research on short video content marketing of apparel brands in the face of fierce competition in the apparel e-commerce industry.However,what are the indicators of short video content marketing of apparel brands? What is the proportion of each index? How does short video content marketing of apparel brands influence consumers’ purchase intention and communication intention?What’s the mechanism? How do apparel brands export quality content to consumers and produce accurate marketing? This is worth discussing for the scientific research workers or the brand side.Based on the SOR theory of psychology,this paper explores the influence mechanism of short video content marketing of apparel brands on consumers’ purchase intention and communication intention through the combination of theoretical analysis and empirical research.The main research contents are as follows:(1)Apparel brand short video content marketing evaluation systemBased on the grounded theory,this paper selected 32 apparel brand accounts for analysis,and carried out a content analysis on the video part and text chain part of their Tik Tok accounts respectively with the help of Atlas.ti8 and other software,from which high-frequency words of short apparel video text chain were screened out,the semantic network diagram of high-frequency words was constructed,and the frequency of video presentation was counted.Finally,the index system of short video content marketing of apparel brands is constructed,including 4 dimensions of functional information,entertainment information,emotional information,and social information,and 17 secondary indicators.On this basis,combined with the short video content marketing model-related research,further develop apparel brand short video content marketing evaluation scale.The empirical test results show that the above measurement scale has good reliability and validity.(2)Construction of a theoretical model of short video content marketing of apparel brands on consumers’ purchase intention and communication intention.Based on the psychology SOR theory,external stimulant factors affect people’s emotional and cognitive status,and then make corresponding responses to their behavior.Based on the above mechanism,this paper takes short video content marketing of apparel brands as the antecedent variable,brand association as the intermediary variable,and purchase intention and communication intention as the result variables to propose research hypotheses and builds a theoretical model of the influence of short video content marketing of apparel brands on consumers’ purchase intention and communication intention.(3)Test the theoretical model of short video content marketing of apparel brands on consumers’ purchase intention and communication intentionIn this paper,a questionnaire survey is used to collect data,and SPSS and Amos are used to analyze the survey data.The research data analysis results show that the theoretical model of the hypothesis is reasonable.Among the 22 hypotheses in this paper,only H1 c,H2a,H6 c,and H7 c fail,and the other hypotheses are verified.Therefore,it shows that short video content marketing of apparel brands has a significant positive impact on consumers’ purchase intention and communication intention,and brand association plays a certain intermediary role in the above influence relationship.Based on the above research conclusions,this paper starts from the four aspects of functional information,emotional information,entertainment information,and social information of short video content marketing of apparel brands,and focuses on the content,planning of apparel brands,and the inherent behavioral intention of apparel consumers.This paper puts forward some marketing suggestions for short video platform apparel brand account positioning,short video text chain and video,short video presentation,different development stages of the brand,short videos of "product promotion" and short videos of "traffic promotion".