맛집 숏폼 콘텐츠 특성이 지각된 태도, 방문 의도, 정보공유 의도에 미치는 영향

초록

This study systematically analyzes the impact of short-form restaurant content on consumers' perceived attitudes, visit intentions, and information-sharing intentions. First, the research found that key elements of short-form content—entertainment, timeliness, and conciseness—play a significant role in shaping consumers' positive attitudes. These positive attitudes strongly influence consumers’ intentions to visit the restaurant and their willingness to share information with others. On the other hand, the informational value of the content did not have a meaningful impact on attitude formation, suggesting that sensory enjoyment and emotional engagement are more important in short-form videos. Additionally, the study ensured the reliability and validity of the findings through rigorous analyses. The Cronbach's alpha values indicated high internal consistency across the factors, confirming the reliability of the measurement tools and supporting the validity of the conclusions drawn from the study. In conclusion, this research highlights the effectiveness of short-form content as a powerful marketing tool that drives consumer behavior. In particular, it demonstrates that concise content can effectively engage consumers emotionally and visually, leading to meaningful behavioral outcomes. These findings provide valuable insights for businesses when developing digital marketing strategies. Furthermore, future research could explore how short-form content impacts consumer behavior in other industries, expanding its applicability across various sectors.

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