SOR 이론 기반 창업기업 숏폼 마케팅 효과 분석: 브랜드태도와 지각된가치의 이중 매개역할

This study analyzed the effects of short-form content on the marketing effectiveness of startups based on the SOR (stimulus-organism-response) theory. A research model was constructed with the core characteristics of short-form content-playfulness, credibility, creativity, and interactivity-as stimuli, brand attitude and perceived value as organisms, and purchase intention as response. An online survey was conducted with 300 participants nationwide, and hypotheses were tested using structural equation modeling with SmartPLS 4.0. The results showed that all characteristics of short-form content had significant positive effects on brand attitude, with credibility (β = .385) showing the greatest influence. Only credibility and interactivity had significant effects on perceived value, while both brand attitude and perceived value had significant positive effects on purchase intention. Mediation analysis confirmed that brand attitude completely mediated the relationship between all short-form content characteristics and purchase intention. A dual mediation effect was verified where all content characteristics influenced purchase intention sequentially through brand attitude and perceived value. This study extends digital marketing theory by applying SOR theory to the short-form marketing context and suggests that startups should establish differentiated short-form marketing strategies centered on credibility.