Explore the Influences of Social Media Content on Young Consumers Engagement and Purchase Intention in the Chinese Luxury Sportswear Market

Abstract

The purpose of this study is to explore the effects of informative content, self-enhancing content, and remunerative content on consumers’ active and passive engagement and purchasing intention, based on the Uses and Gratifications Theory. The paper obtains corresponding conclusions through quantitative analysis by collecting questionnaires from young Chinese consumers. According to the survey data, this research indicates that remunerative and self-enhancing content will be more important drivers for active engagement, and informative content and self-enhancing content will have more significant and positive connections with passive engagement and consumers' purchase intention. This research also found that both consumer engagement and social media content will positively influence consumers' purchase intention, and consumer engagement demonstrated a stronger relationship with purchase intention. These findings will benefit scholars and practitioners working in the marketing field to target appropriate research groups.