Min Chen

Qingdao Huanghai University

Abstract：

This study examines the impact of content marketing on consumer behavior on Meituan, China;s leading life-services platform. Specifically, it analyzes how content characteristics—authenticity, entertainment, sociability, and emotionality—influence perceived trust and usefulness, and subsequently drive purchase intentions. Analysis of 249 user responses reveals that authenticity and emotionality are the primary drivers of trust and usefulness. While these mediators significantly influence purchasing decisions, their combined effects suggest a complex interaction. These findings offer strategic insights for optimizing content on digital service platforms.

Key Words：

catalyst; marketing strategies; Meituan