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DBpia AI
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
학술저널
DBpia Top 10%
오류 신고하기해당 페이지 내 제목·저자·목차·페이지정보가 잘못된 경우 알려주세요!
초록·키워드
The rapid evolution of the digital media landscape has positioned short-form content as a dominant mode of information consumption and communication in the digital era. This study empirically examines how functional, hedonic, and social motivations for using short-form content affect users’ intentions to share content and continue using the platform, with platform trust and content engagement acting as mediators. To elucidate the behavioral mechanisms underlying short-form content platform usage, the study examines the interaction between user motivations and platform-related experiential factors.
The findings indicate that hedonic and social motivations play a key role in enhancing platform trust and engagement, which, in turn, positively affect continuance intention and content sharing intention. In contrast, functional motivation shows no significant effect on either platform trust or engagement. These findings suggest that platform providers should enhance entertainment and social features to strengthen user loyalty and engagement. This study contributes to the theoretical understanding of short-form content consumption behavior and provides practical insights for enhancing the strategic competitiveness of digital content platforms.
The findings indicate that hedonic and social motivations play a key role in enhancing platform trust and engagement, which, in turn, positively affect continuance intention and content sharing intention. In contrast, functional motivation shows no significant effect on either platform trust or engagement. These findings suggest that platform providers should enhance entertainment and social features to strengthen user loyalty and engagement. This study contributes to the theoretical understanding of short-form content consumption behavior and provides practical insights for enhancing the strategic competitiveness of digital content platforms.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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