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The Effect of Short Form Video Content on Consumer Purchase Intention: Focusing on TikTok
양서우,조승호 한국유통경영학회 2023 유통경영학회지 Vol.26 No.3
Purpose: This study analyzed the effects of short-form video content marketing and opinion leaders on consumers’ purchase intentions, targeting consumers who had experience using short-form video and preferred short-form video opinion leaders. By identifying video opinion leaders, perceived values, and consumers’ purchase intentions, we studied the characteristics of short-form video content marketing and how the factors of short-form video opinion leaders affect consumers’ purchase intentions. Research design data and methodology: To verify the research hypothesis, a survey was conducted on consumers who had watched TikTok short-form videos, and a total of 549 valid questionnaires were collected. First of all, factor analysis was conducted to secure the validity of the measurement variables among the questionnaire items, and Cronbach’s alpha values were calculated to evaluate the reliability of individual and total items in order to verify the reliability of the measurement items. second, path analysis using structured equation model were performed by describing the control variable measurement method to identify the influence relationship of the measured variables used in this study. Results: The more consumers feel credible to show a product in short-form video content during their perception process, the more content information helps them understand the product, builds trust and reliance, and believes that the product matches their expectations or conforms to their expectations; Consumers have a strong purchase intention for the product, so they can decide their purchase intention more easily. Implications: In the digital media era, consumers’ consumption habits change accordingly, and companies use short-form video tools to release different types of content to act on consumers’ perceptions, attitudes, and emotions. Alternatively, you can innovate attractive, interesting, and unique content, and introduce topics that consumers are interested in TikTok short-form videos to easily capture consumers’ psychology in a pleasant form and empathize as much as possible to influence consumers’ purchase intentions.
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Passive-RTT 프로토콜을 활용한 실시간 5G NR V2X 통신 성능 측정 및 분석
서우창,우현,양은주,김봉섭,윤경수 한국자동차공학회 2026 한국 자동차공학회논문집 Vol.34 No.1
This paper presents a method of acquiring communication performance indicator data by continuously driving on both proving grounds (test road and real roads equipped with 5GNR-V2X communication infrastructure) using the Passive-RTT approach. While existing demonstration services typically measure communication range or Packet Error Rate (PER), the proposed method enables service-independent driving and simultaneously collects communication performance indicators for I2I, V2I, I2V, and V2V. This approach provides a means of measuring key vehicular communication performance for cooperative autonomous driving under diverse real-road environments. By conducting simple repetitive driving, the proposed method allows for essential performance evaluation while reducing the cost of demonstrations.
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