Research on the Influencing Factors of Customer's Purchase Intention in the Context of Content Marketing

摘要

This paper discusses the internal mechanism of consumers' purchase intention in the context of content marketing. It is of great significance to carry out effective marketing for enterprises, improve the relationship between customers and enterprises, and achieve organizational goals. This paper proposed a conceptual framework that utilized Hovland's persuasion theory to explain the influence of different contents and relationship strength on consumer's purchase intention. The results show that the relationship strength has a significant positive effect on perceived risk; the perceived risk of weak ties group is significantly greater than the perceived risk of strong ties group; the informational-based content and the entertainment-based content all have significant positive effect on brand identity; perceived risk is negatively correlated with purchase intention; and brand identity will positively influence purchase intention.