The study thoroughly examines the mechanism relationships between digital marketing contents and consumers’ perceived values as well as their purchasing behaviors in order to comprehend how the power of digital marketing is delivered through the screen, penetrates the consumers’ hearts, and influences their purchasing behaviors due to new retail trends. A structural equation model was created using digital marketing content (functional, entertainment, emotional, and social interaction), consumers’ perceived value (practicality, reality, satisfaction, and risk), and variables related to purchasing behavior after Bayesian estimation was incorporated into structural equation modeling. 428 real Internet users filled out the surveys, and each dimension’s Cronbach’s alpha coefficient was higher than 0.8. The study found that different types of marketing content have their own strengths: emotional content is the basis for establishing perceived authenticity, with a path coefficient of 0.523, while entertainment content is the most effective in creating perceived fulfillment, with a path coefficient of 0.482. Consumer value perceptions are essential for digital marketing to influence consumers’ purchasing decisions. The mediation effect analysis shows that the indirect effect value of the path “marketing content→perceived value→purchase intention” is as high as 0.284.
