The Influence of Digital Marketing Content and Technological Innovation on Purchasing Intention of University Students in Ho Chi Minh City

Abstract

This original paper is a research into the impact of digital content marketing on online purchasing behavior of University students in Ho Chi Minh City. An empirical study was designed to test the effect of content marketing on e-commerce platform (Shopee, TikTok, and Lazada) on participants’ online purchasing intention via the mediating effect of perceived technological innovativeness and perceived value. A valid sample of 265 respondents was analyzed by SPSS. PLS-SEM was used to examine the direct and indirect relationships. As a result, all six hypotheses were supported, confirming the positive impact of marketing content and the two mediators. The finding sheds light on the underexplored aspects in existing literature of online shopping behavior by confirming the impact of newness and innovativeness of online platforms as well as the effect of content marketing in information fulfilment. Current paper contributes to both theory and practice, giving managerial implication for e-commerce digital marketing industry.