소비자가 지각하는 뷰티숏폼콘텐츠 특성이 사회적지지와 소비행동에 미치는 영향 = The Effects of the Characteristics of Beauty Shortform Content Perceived by Consumers on Social Support and Consumption Behavior

다국어 초록 (Multilingual Abstract)

This study aims to analyze how the characteristics (trustworthiness, expertise, informativeness, and attractiveness) of short-form content, especially beauty short-form content, which has emerged rapidly in the digital media environment, affect consumption behavior (intention to share, intention to purchase), and to clarify whether social support (informational support, emotional support) and self-congruity have important mediating effects in this process.
In the 21st century, digital media has developed rapidly through technological innovation and has had a huge impact on the lives of modern people. In particular, the spread of portable devices such as smartphones and the development of ultra-high-speed Internet such as 5G have brought about fundamental changes in the way digital content is consumed. As a result, media consumption has become possible anytime and anywhere, free from the constraints of time and space, and content types that satisfy the desire of modern people to obtain information in a short period of time are attracting attention. In this trend, ‘short-form content’ is emerging as an important type of content in the digital media ecosystem.
As digital media has developed rapidly, beauty content has become a very important factor influencing consumers’ purchasing decisions. In particular, beauty content provided on social media platforms such as YouTube, Instagram, and TikTok is being used as a means to indirectly provide consumers with vivid experiences of the products beyond information about the products. Such beauty content helps consumers visually experience the performance and characteristics of the products even if they do not experience them directly, and through this, it has a great influence on consumers’ purchasing intentions and attitudes (Lim Seon-ha et al., 2023). Accordingly, consumer behavior research has become an essential element in establishing successful marketing strategies for products or services. Consumers go beyond the simple act of purchasing products and, in the process, express their identity, social status, and sense of belonging, and decide their purchasing behavior based on various psychological and social factors (Chae Seo-il, 2006). In particular, the consumption of beauty products plays an important role as a means of self-expression related to appearance, and this serves as an important way for consumers to express their individuality or receive social recognition. Therefore, studying consumer behavior in the beauty industry is very important in establishing strategies to improve product development, marketing, and customer experience. Consumer psychological factors also have a significant impact on consumption behavior. When consumers feel that they are recognized and supported by the social relationships they belong to, they form a higher level of trust in a specific product and this leads to behaviors that lead to purchasing it (Jeong Yang-sik, 2015).

Based on previous research, this study aimed to examine the relationship between the characteristics of beauty short-form content perceived by consumers and their social support and consumption behavior. The characteristics of beauty short-form content were used as independent variables and consumption behavior as dependent variables, while social support and self-congruity were set as mediating variables.
The subjects were selected as adults in their 20s to 50s who had experience watching beauty short-form content, and the final sample of 506 self-administered questionnaires was analyzed using the SPSS V29.0 statistical program and the AMOS 26.0 statistical program.

The results of this study are summarized as follows.
First, the results of the hypothesis test that the characteristics of beauty short-form content will have a positive effect on social support were verified as having a positive effect on informational support of social support, and professionalism, reliability, and attractiveness were verified as having a positive effect on emotional support of social support. However, reliability did not affect informational support and informativeness did not affect emotional support. Second, the results of the hypothesis test that the characteristics of beauty short-form content will have a positive effect on self-congruity were verified as having a positive effect on professionalism, informativeness, and attractiveness. However, reliability did not affect self-congruity. Third, the results of the hypothesis test that the characteristics of beauty short-form content will have a positive effect on consumption behavior were verified as having a positive effect on sharing intention, and professionalism, informativeness, and attractiveness were verified as having a positive effect on purchasing intention. However, professionalism and informativeness did not affect sharing intention and professionalism did not affect purchasing intention. Fourth, the results of the hypothesis verification that social support will have a positive effect on consumption behavior were verified as having a positive effect on informational support on purchase intention, and emotional support was verified as having a positive effect on sharing intention and purchase intention. However, informational support was verified as having no effect on sharing intention. Fifth, the results of the hypothesis verification that self-congruity will have a positive effect on consumption behavior were verified as having a positive effect on purchase intention, but no effect on sharing intention. Sixth, the results of the hypothesis verification 6-1 that social support will mediate between the characteristics of beauty short-form content and consumption behavior were verified as having no effect on informational support of social support in the relationship between the characteristics of beauty short-form content and sharing intention. The results of 6-2 were verified as having no effect on informational support of social support in the relationship between the characteristics of beauty short-form content and purchase intention. The results of 6-3 verified that emotional support of social support mediates the relationship between the characteristics of beauty short-form content and intention to share. The results of 6-4 verified that emotional support of social support mediates the relationship between the characteristics of beauty short-form content and intention to purchase. Seventh, the hypothesis verification that self-congruity will mediate between the characteristics of beauty short-form content and consumption behavior The results of 7-1 verified that self-congruity mediates the relationship between the characteristics of beauty short-form content and intention to share. The results of 7-2 verified that self-congruity mediates the relationship between the characteristics of beauty short-form content and intention to purchase.
These results show that content with expertise provides consumers with knowledge-based trust, and that practical information and attractive elements provide consumers with not only useful informational support but also emotional stability, instilling confidence in products or brands in consumers and reinforcing the tendency to prefer brands that match the consumers’ egos. Reliable content gives consumers confidence that they will be trusted when they share it, and attractive content arouses the desire to share in consumers through visual and emotional appeal. When consumers feel that their situation is sympathized with, they do not hesitate to share or purchase, and when they find a product or style that matches their self, their trust increases and they show a positive emotional response, which leads to purchasing behavior.

This study has academic significance in that it expands the concepts of beauty short-form content characteristics by identifying and empirically verifying the characteristics of beauty short-form content using consumers who watch beauty short-form content videos as the research subject, and it is significant in that it proves that beauty short-form content contributes significantly to connecting the concept of social support with digital media in the process of identifying the way in which consumers interact with beauty short-form content. In addition, by analyzing the impact of beauty short-form content on consumers' purchasing behavior, the study suggests that it is possible to understand consumer behavior on digital platforms by examining how it affects consumers' participation and intention to share. In the future, it is expected that research that can further understand the relationship between the characteristics of beauty short-form content and consumer behavior will provide better insights to content creators and marketing strategists and provide important basic data for establishing marketing strategies.

목차 (Table of Contents)

• 표목차 ⅳ
• 그림목차 ⅵ
• Ⅰ. 서론 1
• 1. 연구의 배경 및 필요성 1
• 2. 연구의 목적 7
• 3. 연구의 구성 8
• Ⅱ. 이론적 배경 11
• 1. 뷰티숏폼콘텐츠의 개념과 특성 11
• 가. 뷰티숏폼콘텐츠의 정의와 특징 11
• 나. 뷰티콘텐츠의 발전과 트렌드 12
• 다. SNS 매체별 뷰티숏폼콘텐츠 사례 13
• 라. 콘텐츠 특성(신뢰성, 전문성, 정보성, 매력성) 16
• 2. 사회적지지 19
• 가. 사회적지지의 개념 19
• 나. 사회적지지의 구성요소 22
• 다. 사회적지지의 선행연구 23
• 3. 자아일치성 24
• 가. 자아일치성의 개념과 정의 24
• 나. 자아일치성의 선행연구 28
• 4. 소비행동 29
• 가. 뷰티콘텐츠와 소비행동 29
• 나. 소비행동의 구성요소 32
• 다. 미디어와 소비자 행동 관계 연구 35
• 5. 변수의 조작적 정의 38
• 가. 뷰티숏폼콘텐츠특성 38
• 나. 사회적지지 38
• 다. 자아일치성 38
• 라. 소비행동 39
• Ⅲ. 연구방법 40
• 1. 연구모형 및 연구가설 40
• 가. 연구모형 40
• 나. 연구가설 41
• 2. 연구방법 43
• 가. 표적집단심층면접조사(FGI)대상 및 조사방법 43
• 나. 표본 선정 및 자료수집 49
• 다. 측정도구 49
• 라. 설문지의 구성 51
• Ⅳ. 연구결과 52
• 1. 자료분석 방법 52
• 2. 조사대상자의 일반적 특성 53
• 3. 측정도구의 타당도와 신뢰도 분석 55
• 가. 연구 개념들의 타당도 및 신뢰도 검증 55
• 나. 일반적 특성에 따른 차이분석 60
• 다. 상관관계 검증 67
• 라. 확인적 요인분석 69
• 마. 모형적합도 분석 77
• 4. 연구가설 검증 78
• 가. 경로분석 78
• 나. 매개효과 검증 86
• Ⅴ. 결론 및 제언 99
• 1. 연구결과 요약 99
• 2. 이론적 및 실무적 시사점 106
• 가. 이론적 시사점 106
• 나. 실무적 시사점 107
• 3. 연구의 한계 및 향후 과제 108
• 참고문헌 110
• ABSTRACT 118
• 부록(설문지) 123