숏폼 뷰티 콘텐츠 특성이 행동의도와 만족도에 미치는 영향

The Impact of Short-Form Beauty Content Characteristics on Behavioral Intention and Satisfaction

This study aims to examine the characteristics of short-form beauty content on behavioral intention and satisfaction. For this empirical study, a self-administered survey was conducted nationwide among the general public who watch shortform beauty content. A total of 400 questionnaires were distributed from May 1, 2025, to September 30, 2025. Of these, 390 were collected. After excluding 75 incomplete responses, 315 were used for the final analysis. The collected data were analyzed using SPSS 24.0, which included frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results and conclusions of the study are as follows. First, students in their 20s who were single, graduated from high school or lower, and had an average income of less than 1 million won showed the highest results. Second, as a result of examining the sub-dimensions of short-form beauty content characteristics, behavioral intentions, and satisfaction, the sub-dimension of short-form beauty content was found to be reliability and usefulness, and the behavioral intention was derived as a factor of word of mouth and satisfaction, so the relationship between each factor was found to have an effect on each factor. Third, as a result of examining the effect of short-form beauty content characteristics on behavioral intentions, it was found that short-form beauty content had a more influential result on behavioral intentions when it met consumers' emotional satisfaction and practical needs at the same time beyond just a means of information delivery. Fourth, as a result of examining the effect of short-form beauty content characteristics on satisfaction, it was found that the information provided through short-form beauty content is accurate and reliable, and the more a source is recognized as clear, the more trust in the overall content is formed and the satisfaction is increased. Since this study is limited to a specific age group, there may be limitations in generalizing the researcher results, so it is necessary to use samples including more diverse age groups, regions, and cultures in subsequent studies and to verify the long-term impact and causal relationship of short-form beauty contents through experimental studies or panel data.