随着移动终端的普及和短视频平台的蓬勃发展，短视频创作实现井喷式增长，其中测评类短视频受到越来越多的关注，成为重要的内容营销媒介和获取新增流量的重要方式，不少消费者通过观看浏览测评类短视频进而产生购买欲望。本研究从这一现象出发，探究测评类短视频内容营销如何影响购买意愿，以及感知价值的中介效应，并探讨消费者产品涉入度和社会临场感对这一模型的调节作用。研究通过问卷对217位浏览观看过测评类短视频的消费者展开调查，数据分析结果显示：（1）短视频内容营销的信息性、真实性、娱乐性和情感性内容都对观看视频的消费者的购买意愿有显著促进作用；（2）感知价值在测评类视频内容营销与购买意愿间发挥中介效能；（3）产品涉入度和社会临场感存在部分调节作用。

With the popularization of mobile devices and the booming development of short-form video platforms, short-form video creation has seen a spurt in growth, among which evaluation short-form videos have received more and more attention and become an important content marketing medium and an important way to obtain new traffic. This study investigates how the content marketing of evaluation videos affects purchase intentions and the mediating effect of perceived value, and explores the moderating effect of consumer product involvement and social presence on this model. The study investigated 217 consumers who viewed the evaluation video through a questionnaire, and the results of the data analysis showed that: (1) the informative, authentic, entertaining and emotional content of the short video content marketing significantly contributed to the purchase intention of the consumers who viewed the video; (2) the perceived value mediated between the evaluation video content marketing and the purchase intention; (3) there is a partial moderating effect of product involvement and social presence.