内容营销对消费者品牌购买意愿的影响研究——以小红书为例

A Study on the Impact of Content Marketing on Consumers’ Brand Purchase Intention—Taking Xiaohongshu as an Example

摘要: 文章以小红书为研究情境，基于使用与满足理论和社会认同理论，构建“内容营销–品牌认同–品牌购买意愿”研究模型，将内容营销划分为功能性、娱乐性和情感性三维度，引入品牌认同为中介变量。基于200份有效问卷的实证分析表明：功能性和情感性内容均显著正向影响品牌认同，情感性内容影响最为突出。娱乐性内容对品牌认同的影响不显著。品牌认同显著促进品牌购买意愿，并在功能性内容与购买间起部分中介作用、在情感性内容与购买间起完全中介作用。研究揭示小红书用户更重视内容的信息价值与情感价值，为企业优化社交电商内容策略提供了实证依据。

Abstract: This study develops a content marketing-brand identification-brand purchase intention model grounded in Uses and Gratifications Theory and Social Identity Theory, using Xiaohongshu as the research context. Content marketing is categorized into functional, entertaining, and emotional dimensions, with brand identification as a mediating variable. Analysis of 200 valid questionnaires reveals that functional and emotional content significantly enhance brand identification, with emotional content exerting the strongest effect, while entertaining content shows no significant impact on brand identification. Brand identification significantly promotes brand purchase intention, partially mediating the functional-purchase relationship and fully mediating the emotional-purchase relationship. The findings highlight Xiaohongshu users’ prioritization of informational and emotional content value, offering empirical evidence for firms to optimize their social commerce content strategies.