摘要
短视频社交平台已成为移动互联网流量聚集地,为内容营销创造了新的机遇。本文从消费者购买决策过程入手,利用抖音平台38个农产品账号数据,分析消费者购买决策过程对短视频社交平台内容营销效果的影响。研究发现,短视频社交平台内容营销效果并不依赖于消费者单一购买决策过程,而是多阶段作用的结果,从不同阶段的组合效应来看,提升营销效果存在三个较为典型的路径,分别是兴趣和注意力阶段共同作用下的“购买意向引导型”、以兴趣阶段为核心的“兴趣驱动型”、关注行动阶段的“追求效益型”,其中兴趣驱动型对内容营销效果发挥着更加重要的作用;产品关联短视频数量、短视频平均转发数和服务反馈分别是消费者购买决策过程中注意力、兴趣及反馈三个阶段的必要条件,可重点从这三个条件入手,加速提升短视频社交平台内容营销效果。研究结论揭示了短视频社交平台内容营销效果影响因素的复杂组态关系,为短视频社交平台从业者进行内容营销提供了有益启示。
Short video social platforms have become a gathering ground for mobile internet traffic,creating new opportunities for content marketing.Starting from the consumer purchase decisionmaking process,this paper analyzes the impact of consumer purchase decision-making process on the content marketing effect of the short video social platform by using the data of 38 agricultural product accounts on the Douyin platform.It is found that the marketing effectiveness of short video social media content does not rely on a single purchasing decision process by consumers,but rather the result of multi-stage effects.From the combined effects of different stages,there are three typical paths to improve marketing effectiveness:the"purchase intention guidance type"under the combined effect of interest and attention stages,the"interest driven type"with interest stage as the core,and"pursuit of efficiency"with focus on the action stage,where the interest driven type plays a more important role in the effectiveness of content marketing.The number of short videos associated with the product,the average number of short-video reposts,and service feedback are necessary conditions in the attention,interest,and feedback stages of consumer purchasing decision-making process.We can focus on these three conditions to accelerate the improvement of content marketing effectiveness on short video social platforms.The research conclusion reveals the complex configuration relationship of factors influencing the effectiveness of content marketing on short video social platforms,providing beneficial insights for practitioners of short video social platforms to engage in content marketing.
作者
张春玲
范默苒
ZHANG Chun-ling;FAN Mo-ran(School of Economics and Management,Yanshan University,Qinhuangdao 066000,China;Hebei University Common Wealth Research Center,Baoding 071000,China)
出处
《现代财经（天津财经大学学报）》
北大核心
2023年第9期54-70,共17页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
基金
河北省社会科学基金重点项目(HB22GL001)。
关键词
短视频社交平台
内容营销
消费者购买决策过程
组态分析
short video social platforms
content marketing
consumer purchasing decisionmaking process
configurational analysis
