网络营销视角下女频微短剧的消费行为与商业变现策略——基于305名女大学生的实证研究

Consumer Behavior and Commercial Monetization Strategies of Female Micro Dramas from the Perspective of Online Marketing—An Empirical Study Based on 305 Female College Students

摘要: 女频微短剧作为移动互联网时代的新兴内容消费载体，凭借其轻量化、高粘性的传播特征，已形成千亿级消费市场，成为“内容即消费入口”的典型商业场景。本文基于消费者行为理论与使用与满足理论，以305名女大学生为研究对象，通过问卷法探究其对女频微短剧的消费偏好、传播行为特征及商业转化影响因素，重点分析内容消费与商业变现的联动机制。研究结论为女频微短剧的内容商业化设计、营销变现效率提升提供实证支撑，也为微短剧行业构建“内容认同–流量转化–商业变现”的盈利模式提供参考路径。

Abstract: As a new form of content consumption in the era of mobile internet, female-oriented micro-dramas have formed a trillion-yuan consumer market due to their lightweight and highly engaging dissemination characteristics, becoming a typical commercial scenario of “content as a gateway to consumption”. Based on consumer behavior theory and gratification theory, this study focuses on 305 female college students and uses a questionnaire method to explore their consumption preferences, dissemination behavior characteristics, and factors influencing commercialization of female-oriented micro-dramas, with a focus on analyzing the linkage mechanism between content consumption and commercial monetization. The findings provide empirical support for the content commercialization design of female-oriented micro-dramas and improving marketing monetization efficiency, as well as a reference pathway for the micro-drama industry to build a profitable model of “content recognition-traffic conversion-commercial closed loop”.