중노년층 숏폼 콘텐츠 특성이 시청태도와 지속적 시청의도에 미치는 영향

Today, short-form content is widely spread not only among the young generation who are digital natives but also among the middle-aged generation who have emerged as a new consumer group due to the advantage of being able to deliver core messages and attract viewers’ attention in a short period of time. Therefore, this study aims to systematically identify the factors that affect the characteristics of short-form content of the middle-aged and elderly in China on their viewing attitudes and continuous viewing intentions. The results of the study showed that the sub-factors of the characteristics of short-form content of the middle-aged and elderly, namely, attractiveness, accessibility, and personalization, had a significant positive effect on the viewing attitude of trust, but entertainment did not have a significant effect on trust. Accordingly, the more short-form content consistently provides attractive, easily accessible, or interesting and preferred content to middle-aged and elderly viewers, the more their attention is focused on one place, resulting in restrictions on their actions, self-consciousness, and loss of temporal sense. In other words, this is interpreted as a result of a higher level of immersion. In addition, the application attitudes of trust and flow were both found to have a significant positive effect on the continuous viewing intention. This means that the more middle-aged and elderly viewers perceive short-form content to be immersive and trustworthy, the higher the likelihood that they will actually engage in continuous viewing behavior. This study was judged to have theoretical and practical contributions as a quantitative study on the aging population, a problem facing society.