뷰티 숏폼 콘텐츠 속성이 지각된 소비가치와 공유의도에 미치는 영향
The Impact of Attributes of Short-form Beauty Contents on Perceived Consumption Value and Sharing Intention
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The rapid advancement of mobile service environments and the emergence of global platform companies have led to the widespread use of short-form content. Often concise and quick to watch, these videos are primarily shared on social media for marketing strategies within the beauty industry. This study aimed to comprehensively examine the impact of short-form beauty content on perceived consumption value and sharing intention. To evaluate this impact, a mobile survey was conducted with 379 women, aged from teens to 40s, who have watched short-form beauty content in the past six months. The results revealed that there are differences in the process of forming perceived consumption value and sharing intention based on the sub-dimensions of specific short-form beauty content attributes such as playfulness, informativeness, expertise, and empathy. This study provides useful academic data on short-form beauty content and aims to aid market-related companies in developing strategies to generate profit through the use of these popular tools.
Abstract
The rapid advancement of mobile service environments and the emergence of global platform companies have led to the widespread use of short-form content. Often concise and quick to watch, these videos are primarily shared on social media for marketing strategies within the beauty industry. This study aimed to comprehensively examine the impact of short-form beauty content on perceived consumption value and sharing intention. To evaluate this impact, a mobile survey was conducted with 379 women, aged from teens to 40s, who have watched short-form beauty content in the past six months. The results revealed that there are differences in the process of forming perceived consumption value and sharing intention based on the sub-dimensions of specific short-form beauty content attributes such as playfulness, informativeness, expertise, and empathy. This study provides useful academic data on short-form beauty content and aims to aid market-related companies in developing strategies to generate profit through the use of these popular tools.
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