The Impact of the Acceptance Motivation of Beauty Short-Form Content on Consumer Attitudes and Usage Satisfaction

Purpose: The purpose of this study is to analyze how user motivations for adopting short-form beauty content, which is rapidly spreading, influence consumer attitudes and user satisfaction. Specifically, by examining whether consumer attitudes play a mediating role in the process of adoption motivations leading to positive attitude formation and satisfaction, we aim to provide practical implications for developing digital content strategies in the beauty industry. Method: This study conducted an online survey of 199 adults aged 20-60 who had experience using shortform beauty content. The collected data were analyzed for reliability, validity, correlation, and simple regressio n using SPSS 26.0. The mediating effect of consumer attitudes was verified using the procedures outlined by Baron & Kenny (1986). Results: The summary of this study is as follows. First, user motivation to adopt a product significantly influenced consumer attitudes. Second, consumer attitudes also significantly influenced user satisfaction. Finally, consumer attitudes were found to have a full mediating effect on the relationship between motivation to adopt and user satisfaction. In other words, motivation to adopt alone did not directly increase satisfaction, and the fo rmation of a positive attitude was found to be a key pathway leading to satisfaction. Conclusion: In summary, the results of this study demonstrate that content composition that meets users' interests and informational expectations in short-form beauty content fosters positive attitudes, which in turn leads to user satisfaction. Therefore, it is crucial to implement a content strategy focused on attitude improvement by going beyond simple exposure and strengthening elements such as trustworthiness, entertainment, and empathy. Furthermore, this study holds academic and practical significance by highlighting the mediating role of attitude in short-form content-based beauty marketing.