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Title Page

Contents

Abstract 10

1. Introduction 12

1.1. Research Background 12

1.2. Research Purpose and Contributions 15

1.2.1. Contributions 15

1.2.2. Research Purpose 15

1.3. Implications 16

2. Literature review and related theories 18

2.1. Cultural and creative products 18

2.1.1. Cultural and Creative Industry 18

2.1.2. Creative and Cultural Products 19

2.2. Relevant studies on content marketing 22

2.2.1. Concept research on content marketing 22

2.2.3. Content Marketing 23

2.2.3. Content marketing on consumers' purchase intention 25

2.2.4. Content marketing of cultural and creative goods 27

2.3. Perceived value 27

2.3.1. Perceived Value 27

2.3.2. Drivers of perceived value 29

2.3.3. Value-influencing factors 30

2.3.5. Future research may examine the mediating influence of perceived value subdimensions when independent factors change. Value and purchase intent 32

2.4. Correlation study of relationship strength 32

2.4.1. Classified study of relationship strength 32

2.4.2. Research on the measurement dimension of relationship strength 34

2.4.3. Research on factors influencing relationship strength 35

2.4.4. Research on the role of relationship strength 37

2.5. Research related to purchasing intention 40

3. Conceptual model and hypothesis 43

3.1. Conceptual model 43

3.2. Research hypothesis 43

(i) Content marketing and consumers' purchase intention 43

(ii) Content marketing and perceived value 44

(iii) Perceived value and purchase intention 45

(iv) Moderating role of relationship strength 46

3.3. Definition and measurement of research variables 48

3.3.1. Content Marketing(CM) 48

3.3.2. Perceived value 49

3.3.3. Relationship strength 51

3.3.4. Consumer's purchase intention 52

3.4. Questionnaire design 53

4. Empirical study 54

4.1. Demographic Information 54

4.2. Descriptive statistical analysis 55

4.3. Correlation analysis of variables 56

4.4. Reliability test 58

4.5. Validity test (exploratory factor analysis) 59

4.6. Confirmatory factor analysis (CFA) 61

4.6.1. Structural validity 62

4.6.2. Convergent validity and combined reliability 64

4.6.3. Discriminant validity 64

4.6.4. Model Fit 65

4.6.5. Common method deviation test (CMV) 66

4.7. Mediation test 68

4.7.1. Influence of CM on: mediating effect of PV 68

4.7.2. Influence of FC on: the mediating effect of PV 71

4.7.3. Influence of EC on: mediating effect of PV 75

4.7.4. Influence of SC on: mediating effect of PV 78

4.7.5. Influence of ETC on: mediating effect of PV 80

4.8. Test of moderating effect 83

5. Research conclusion and marketing insight 87

5.1. Conclusions 87

5.1.1. Content marketing and purchasing intent 87

5.1.2. Value mediation 87

5.1.3. Marketing Insights 87

5.2. Research constraints and outlook 88

5.2.1. Research limitations and prognosis 88

5.3. Research methodology limitations and outlook 89

References 90

List of Tables

Table 3.3.1. Dimension definition and measurement items of content marketing 48

Table 3.3.2. Measurement items of perceived value 50

Table 3.3.3. Measurement items of relationship strength 52

Table 3.3.4. Measurement items of purchase intention 52

Table 4.1.1. Basic demographic information of the questionnaire 54

Table 4.2.1. Basic indicators for descriptive analysis 55

Table 4.3.1. Correlation analysis of each research variable 56

Table 4.4.1. Table of reliability measures for each research variable and question item 58

Table 4.5.1. Factor Analysis 59

Table 4.6.1. Loading coefficient value of CFA analysis factor 62

Table 4.6.2. Model AVE and CR indicator 64

Table 4.6.3. Discriminant validity 64

Table 4.6.4. Discriminant validity 65

Table 4.6.5. Model Fitting Indicator 66

Table 4.6.6. Common method deviation 66

Table 4.6.7. Summary of data 67

Table 4.7.1. Moderation Results 68

Table 4.7.2. Moderation Results 69

Table 4.7.3. Moderation Results 69

Table 4.7.4. Moderation Results 70

Table 4.7.5. Moderation Results 71

Table 4.7.6. Results of intermediary role analysis 72

Table 4.7.7. Results of intermediary role analysis 72

Table 4.7.8. Results of intermediary role analysis 73

Table 4.7.9. Intermediation Effect Model Test-Simplified Format 74

Table 4.7.10. Summary of intermediary role test results 74

Table 4.7.11. Results of intermediary role analysis 75

Table 4.7.12. Results of intermediary role analysis 75

Table 4.7.13. Results of intermediary role analysis 76

Table 4.7.14. Intermediation Effect Model Test-Simplified Format 76

Table 4.7.15. Summary of intermediary role test results 77

Table 4.7.16. Mediating Effect 78

Table 4.7.17. mediating effect 78

Table 4.7.18. mediating effect 78

Table 4.7.19. Intermediation Effect Model Test-Simplified Format 79

Table 4.7.20. Summary of intermediary role test results 80

Table 4.7.21. Results of intermediary role analysis 80

Table 4.7.22. Results of intermediary role analysis 81

Table 4.7.23. Results of intermediary role analysis 81

Table 4.7.24. Results of intermediary role analysis 82

Table 4.7.25. Results of intermediary role analysis 82

Table 4.8.1. moderating effect 83

Table 4.8.2. Simple slope analysis diagram 84

Table 4.8.3. Analysis results of moderating effect- simplified format 84

Table 4.8.4. Simple slope analysis table 85

List of Figures

Figure 3.1.1. Research model of this paper 43

Figure 4.8.1. Diagram of the slope of moderating effect 84

Figure 4.8.2. Diagram of the slope of moderating effect 86

초록보기

Having become a new growth point in China's economic development under the rising of China's economy and as a "booster" for other industries, cultural and creative industry also drove the development and prosperity of the overall economy. "Cultural and creative economy," first proposed by the British government in 1998, is a new economic concept that originates from the accumulation of cultural resources or creativity and realizes economic and social values through intellectual property. It is a form of economy which integrates culture, creativity, and technology. China has entered the Internet era in which people's lifestyles and thinking have been significantly influenced, and online shopping has become more and more popular. Together with new marketing opportunities, the network's development has also brought some challenges. The growth of the Internet has changed the marketing landscape. In the era of the network, enterprises must change their mindset and conduct marketing with Internet thinking. Only in this way can they seize the opportunities belonging to themselves in the Internet era and achieve good marketing results. The essence of "Internet+" is an innovative economic form forming under the environment of Web 2.0. This fundamental property determines its applicability to both production and consumption fields. "As an in-depth combination of the "Trinity" -- cultural industry, marketing, and Internet thinking, "Internet + cultural and creative product marketing" has an essence of eliminating the information asymmetry between marketers and consumers with the help of modern information technology and guiding the development of cultural and creative products by focusing on the cultural needs of users, to achieve a balance between supply and demand. People have paid more attention to the interaction of information due to the rapid development of social media in recent years, thus, the information asymmetry between enterprises and products has been paid less and less attention. Marketers also started thinking about leveraging social media marketing to win the "battle for people." As a new marketing approach emerges in front of people and to make itself stand out from a crowd of participants, content marketing always starts from the user needs not only to let consumers buy your products or services and become loyal to the brand, but also to enable consumers to continue spreading their own content, and to turn their passivity into the initiative. Taking "Research on the Influence of Content Marketing of Creative Products on Consumers' Purchase Intention" as the topic, and based on the above background, this paper divides content marketing into functional content, entertainment content, social content, and emotional content; it further studies their influence on consumers' purchase intention in the field of cultural and creative products, and introduces perceived value as a mediating variable to study its mediating effect; it takes relationship strength as a moderating variable to verify the moderating effect of relationship strength. Having enriched the theoretical perspective on the influence of content marketing on consumers' purchase intention, the above research also provides the corresponding theoretical basis for the specific marketing practice of cultural and creative enterprises.

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