숏폼의 시청 동기와 경험적 요인과의 상관관계에 관한 연구

Abstract

Short-form videos have been attracting attention as the content of the future because they can be watched on mobile without being restricted by time and place, and are popular among teenagers. As the consumption of short-form content has increased dramatically, content platforms have also introduced short-form services, making it a mainstream content enjoyed by all ages. Short-form content videos, which used to be more of an entertainment medium, are now being used in conjunction with commerce to drive product purchases. In order to develop effective short-forms to improve brand awareness and induce repeat visits in an environment where anyone can easily create and consume videos, it is necessary to analyze the correlation between experiential and perceptual factors of short-form users. Therefore, this study aims to investigate the experiential and perceptual characteristics of short form users and analyze the impact of these characteristics on repeat visits. This study investigates the overall attitudes of short form users and analyzes the perceptual factors that affect the experiential factors to suggest ways to revitalize short form. The results show that it is necessary to manage the usefulness and convenience of the content to induce users to watch the original video of the short form video. Also, when we substitute the dependent variables of enjoyment and immersion, we can see that they have a positive effect in the order of playfulness, usability, and convenience. It can be seen that playfulness determines whether users can experience pleasure while using short form videos. However, focusing on playfulness alone can have a negative impact on content satisfaction and original video viewing, so it is important to provide short forms that take usability into account. These findings have limitations and are not generalizable, so we would like to reflect them in future research.