인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
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.
논문 기본 정보
- 저자정보
초록·키워드
This study investigates how short-form content influences consumers’ relationship commitment and visit intention in the food service industry. Based on prior literature, four attributes of short-form content—usefulness, enjoyment, newness, and immersion—were set as independent variables, while relationship commitment and visit intention were set as dependent variables. A structured questionnaire was distributed to 224 consumers residing in the Busan and Gyeongnam regions of South Korea, and the collected data were analyzed using exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression. The results indicate that all four content characteristics had a statistically significant positive effect on both relationship commitment and visit intention. Among them, newness had the greatest impact on relationship commitment, while immersion was the strongest predictor of visit intention. Furthermore, relationship commitment was found to have a strong positive effect on visit intention, confirming its mediating role in consumer behavior. These findings suggest that short-form content not only influences consumer attitudes but also leads to behavioral intentions through emotional and cognitive engagement. This study provides strategic implications for food service companies seeking to strengthen long-term consumer relationships by enhancing content design with trend-sensitive and immersive storytelling.
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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