숏폼 시청동기가 뷰티 샵의 서비스 편익에 미치는 영향

The Effects of Motivation for Watch Short-form on the Service Benefits of Beauty Shops

This study aims to study the service benefits and short-form viewing motives of beauty brand shops, to overcome the rapidly changing online marketing environment and realistic cultural delays in offline service stores, and to be used as primary data for the beauty service industry. To this end, data was collected from 597 people with experience using mobile beauty short-form contents and descriptive statistical analysis was conducted using SPSS Ver. 29.0. As a result, short-form viewing motives were classified as social motives and personal motives, and service benefits were classified as sub-factors of relationship benefits and functional benefits. Each variable and factor had a positive (+) correlation and were significant at p<.001 level. The short-form viewing motiv were found to have a positive (+) effect on the service benefits of offline beauty brand shops. The implications of this study are as follows. Through mobile short-form content, customers can obtain a wealth of information and advice from the early stages of the services of offline beauty brand shops. In addition, it will be possible to increase satisfaction and loyalty through hyper-personalized beauty experiences. This study has limitations in region and age, and further research is required to plan short-form production programs for employees of beauty brand shops. Continuous research is essential for high-use education in university curriculum.