The Influence of Brand Cognition and Purchase Intention in Short Video Marketing to Consumers

Huining Yang; Xuegang Zhan

doi:10.54097/qafyqf58

Authors

Huining Yang
Xuegang Zhan

DOI:

https://doi.org/10.54097/qafyqf58

Keywords:

Short Video Marketing, Brand Cognition, Purchase Intention, Consume

Abstract

The purpose of this study includes: (1) To reveal the mechanism of short video marketing elements on consumers' brand cognition. By investigating the factors such as professionalism, credibility and content expression in short videos, this paper analyzes the specific influence path of short videos on consumers' brand cognition.(2) Test the relationship between consumers' brand cognition and purchase intention. This paper discusses the role of brand cognition between short video marketing and consumers' purchase intention, so as to verify the key position of consumers' attitude in the purchase decision-making process.(3) Construct and verify the empirical model of short video marketing affecting consumers' purchase intention. With questionnaire survey and structural equation model as the main methods, this paper systematically tests the causal relationship between various elements of short video marketing and consumers' purchase intention.(4) Provide practical enlightenment for enterprises and consumers. Suggestions are put forward from three aspects: brand marketing, short video content creation and rational decision-making of consumers, so as to promote accurate marketing of enterprises and rational consumption of consumers. Based on the questionnaire survey and the collection of 328 valid data, this paper analyzes them by descriptive statistics, reliability analysis, validity analysis and structural equation method, and puts forward the following conclusions: (1) The professionalism and reliability of video bloggers have a significant positive correlation with consumers' brand perception, and the improvement of consumers' brand perception further enhances their purchase intention. (2) Different types of consumers have different influences on online celebrity, a video blogger. Young consumers are more susceptible to the content emotion of video bloggers and tend to spend. Consumers with higher spending power need to see the professional blessing of the video blogger to buy.

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