뷰티 숏폼 콘텐츠 소비요인이 지속이용의도에 미치는 영향: 플랫폼유형(쇼츠, 릴스, 틱톡)의 조절효과

In this study, a mobile questionnaire was distributed to males and females aged 10 or older who had experience of watching beauty short-form beauty-related videos in order to find out the influence of the consumption factors of the beauty short-form platform on the intention to continue using it. Data were collected from December 5, 2022 to January 11, 2023, and a total of 287 responses were used for the final analysis. As a result of the analysis, entertainment, interactivity, informativeness, and habit were derived as sub-components of the consumption factors of the beauty short-form platform. , entertainment, and habituality showed significant results, and informativeness did not appear to have an effect relationship. As for the difference in influence by platform type, in the case of reels, the average of entertainment, interactivity, and information was highest, and in habitability, shorts showed the highest average. In the case of TikTok, the difference according to the level of consumption factors was the largest, and Shorts showed the highest relative influence compared to other platforms in habitability. This study has implications in that it understands the environment of the short-form content market, specifically prioritizes which criteria to prioritize in selecting short-form app videos to use, and reveals how much weight they have.