The Effect of Short-form Content Consumption Values on ConsumerParticipation Behavior and Consideration Set in SNS Channels

• 영문명: The Effect of Short-form Content Consumption Values on ConsumerParticipation Behavior and Consideration Set in SNS Channels
• 발행기관: 한국유통과학회
• 저자명: Sang-Seol HAN Yu-jin JANG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제8호, 109~124쪽, 전체 16쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

Purpose: This study examines short-platform content that is becoming more popular on social media. This study investigates the relationship between short-form content experience, consumer participation behavior, and consideration set. Furthermore, the mediating effect on empathy factors was confirmed during consumers’ experience with short-form content. Data and methodology: Prior studies were reviewed, and hypotheses were developed. Consumers who had watched and shared short-form content within the previous three months were targeted to achieve the study’s goal. A structured questionnaire was used to conduct the survey. Results: First, users of short-platform content with practical, playful, and emotional value did not confirm a positive effect on consumer participation behavior. However,short-form content with social value positively impacted consumer participation behavior. Second, consumer participation in short-form content was confirmed to positively affect the consideration set. Third, in terms of the mediating effect of empathy factors, short-platform content with practical, social, and emotional values partially mediates consumer participation behavior, whereas shortplatform content with playfulness value completely mediates consumer participation behavior. Conclusions: The results of this study have academic and practical implications for the recent marketing field. In particular, research has been conducted in the field of digital marketing, which has recently changed rapidly.

목차

1. Introduction

2. Literature Review & Development of Hypothesis

3. Research Model and Methodology

4. Analysis and Hypothesis Verification

5. Conclusions

References

키워드

Short-form Content Consumption Values Consumer Participation Behavior Empathy SNS