확장된 계획적 행동이론을 적용한 숏폼 콘텐츠 수용요인과 지속사용의도간의 영향관계 연구

This study applied the extended theory of planned behavior (EPB), which has explanatory power on attitudes and behavioral intentions, to discuss the relationship between acceptance factors and attitudes of users of short-form content. Furthermore, the effects of EEP factors (attitude, subjective norm, and perceived behavioral control) on continued use intentions were examined. The results revealed that short-form content acceptance factors (informativeness, entertainment, and convenience) influenced attitude, a PB factor. This suggests that short-form content attributes perceived by users such as providing information, providing enjoyment and mood change, and providing easy access to short-form content influence positive attitudes toward short-form content. The EPB factors attitude, subjective norm, and perceived behavioral control were found to influence continued use intentions. This means that short-form content users' positive attitudes toward short-form content, their perception of support from those around them for using short-form content, and their perception of their own behavioral control when using short-form content affect their intention to continue using short-form content. It was analyzed that attitudinal variables had a mediating effect between short-form content acceptance factors such as informativeness, entertainment, and convenience and their intention to continue using short-form content. The results of this study revealed the relationship between short-form content users' attitudes toward short-form content services, behavioral intentions, and short-form content acceptance factors, and verified the short-form content acceptance process from an extended perspective of previous research along with the main characteristics of each stage. This study provides basic data for understanding user behavior that should be noted in the expansion process of the short-form content ecosystem and for establishing strategies for short-form content producers.