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논문 기본 정보

자료유형
학술저널
저자정보
한상설 (단국대학교) 장유진 (단국대학교)
저널정보
한국유통과학회 유통과학연구 Journal of Distribution Science Vol.22 No.8
발행연도
2024.8
수록면
109 - 124 (16page)
DOI
10.15722/jds.22.08.202408.109

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Purpose: This study examines short-platform content that is becoming more popular on social media. This study investigates the relationship between short-form content experience, consumer participation behavior, and consideration set. Furthermore, the mediating effect on empathy factors was confirmed during consumers’ experience with short-form content. Data and methodology: Prior studies were reviewed, and hypotheses were developed. Consumers who had watched and shared short-form content within the previous three months were targeted to achieve the study’s goal. A structured questionnaire was used to conduct the survey. Results: First, users of short- platform content with practical, playful, and emotional value did not confirm a positive effect on consumer participation behavior. However, short-form content with social value positively impacted consumer participation behavior. Second, consumer participation in short-form content was confirmed to positively affect the consideration set. Third, in terms of the mediating effect of empathy factors, short-platform content with practical, social, and emotional values partially mediates consumer participation behavior, whereas short-platform content with playfulness value completely mediates consumer participation behavior. Conclusions: The results of this study have academic and practical implications for the recent marketing field. In particular, research has been conducted in the field of digital marketing, which has recently changed rapidly.

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