뷰티콘텐츠 숏폼의 스토리텔링 속성이 지각된 효능 가치 및 소비행동에 미치는 영향: 틱톡(TikTok)을 중심으로

Abstract

Platforms such as TikTok that produce short video contents are becoming powerful tools for marketing beauty products. This study, centered on TikTok, investigated the impact of informativeness, entertainment, and interactivity on perceived efficacy value and consumption behavior in beauty contents, surveying 500 Chinese individuals who had watched short-form TikTok contents. Structural models and hypotheses were then established. Study results are as follows. First, story attributes of beauty contents in short-form influenced consumption behavior. Second, informativeness and entertainment in story attributes affected perceived efficacy value, while interactivity was unaffected. Third, perceived efficacy value affected consumption behavior. Fourth, in terms of story attributes of beauty contents in short-form, informativeness and entertainment on consumption behavior showed some mediating effect on perceived efficacy value, However interactivity had no visible effect. Beauty content videos are not limited to makeup. They have evolved into trend contents that comprehensively meet consumers' desire to express their sense of identity. Considering this, strategically planning short and impactful storylines can guide the development of short-form contents’ marketing strategies for the beauty industry in the future. This study points the way for marketing beauty contents in short-form. It could be used for future research.