The Effects of Short Video Marketing on Consumer's Purchase Intention - A Case of Florasis Corporation, Ltd.

บทคัดย่อ

As smartphones and mobile internet gain popularity, consumers increasingly prefer to seek product information and make purchases through their mobile devices, saving time and effort. Short videos, such as those on TikTok, Volcano, and Little Red Book, have emerged as essential marketing tools in recent years, captivating consumers in their spare moments and highlighting products and services of interest. However, many businesses need help to create refined and effective short video content, leading to a loss of transmission efficiency and diminished promotional impact. This study examines the relationship between short video content marketing and consumers' purchase intentions, drawing on the S-O-R theory, Theory of Rational Behavior, and ELM theory model. It incorporates perceived value variables to assess the influence of short video content marketing on purchase intention. 330 valid questionnaires were collected and analyzed using SPSS software to test the study's hypotheses. The results indicate that: (1) the three dimensions of content marketing (applicable content, entertainment content, and emotional content) positively impact consumer behavior; (2) these dimensions also positively affect perceived value; and (3) perceived value has a positive effect on consumers' willingness to purchase. Based on these findings, the study offers several managerial insights: stay current with trends, focus on short video content selection, tailor marketing strategies to different consumer groups, and prioritize the perception of consumer transformation.