Influence of Short-Form Content (SFC) in Social Media on Voluntary User Acceptance Behavior

Purpose - This study examines the relationship between short-form content (SFC) attributes and voluntary acceptance behavior. In addition, user resonance and trust in SFC toward voluntary acceptance behavior are also considered, directed to customer increases in usage and diffusion. Design/Methodology/Approach - This study aims to represent the relative influence of SFC attributes on user resonance and trust in SFC affecting voluntary acceptance behavior. The paper is conducted on a sample of 201 short-form content platform users in Korea. Both confirmatory factor analysis (CFA) and a structural equation model (SEM) were utilized. Findings - Empirical findings from this paper indicate that relative advantage of contents and creator’s capability have positive impact on user’s resonance on SFC. And trust in SFC which is affected by user’s resonance has a positive relationship with voluntary acceptance behavior. Research Implications - Optimizing resonance engagement and credibility in short-form content marketing generates voluntary acceptance behavior. Such consideration of resonance and trust can bring an effective result for companies in SFC marketing.