Abstract

The rapid development of big data and its related technologies has had a huge impact on traditional marketing. At present, the growth of network data exceeds the processing power of the existing information technology infrastructure equipment. In China, the consumption behavior under the e-commerce model is in a period of vigorous development. Due to the establishment of stores under the e-commerce mode, it occupies less capital and low operating cost, so it has a significant price advantage, so its entry threshold is low, which makes this mode widely popular among low-income people.

In the competitive development of e-commerce mode, whether for e-commerce or traditional shops, the more information about consumers’ behavior, the easier it will be to survive in the competition. Therefore, it is urgent to deeply study the behavior of consumers under the e-commerce mode. With the high development of Internet social media, the forms of Internet content marketing are becoming more and more rich. Live broadcast, short video and text and text are the three common content forms at present. Major e-commerce giants have launched content modules within their platforms, providing opportunities for merchants with opportunities to directly carry out various forms of content marketing in the e- commerce platforms, so as to attract more consumers’ attention.

The purpose of this study is to explore the impact of different forms of contentmarketing in e-commerce platforms on consumers ‘consumption of products of the same category, as well as the spill over effects on consumers’ consumption of products in other related categories. This study intends to investigate the active users of Taobao platform from November 1, 2022 to December 30, 2022, to collect their content viewing records, commodity consumption records, and demographic characteristics.

On the basis of reference and related research, the data was pre-processed and feature engineering, and the samples of processing group and control group were obtained through propensity score matching. Subsequently, a multivariate linear regression model was established to analyze the impact of different forms of content marketing on consumer consumption behavior. Use the measurement model to estimate the impact of different forms of content marketing on consumer consumption behavior, fill the gap in the related research on content marketing, and provide a certain reference for the marketing strategies of e- commerce platforms and merchants.

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