숏폼 쇼핑 큐레이션 콘텐츠 특성에 따른 소비자 반응의 차이에 관한 연구 = Differences of Consumer Responses According to Characteristics of Shopping Curation Contents in Short-form Video

다국어 초록 (Multilingual Abstract)

Recently, short-form content has played a significant role in digital marketing and product promotion, with curated content in particular influencing consumers' information search and purchase decision-making processes. While previous studies have primarily focused on the formal and thematic aspects of content, there is a lack of systematic analysis on how the characteristics of short-form shopping curation content affect consumer responses. This study empirically analyzes the relationship between content attributes (such as store type, product category, and information type) and consumer responses (including views, likes, shares, comments, and negative comments) based on 200 curated short-form shopping videos collected from major platforms including YouTube Shorts, Instagram Reels, and TikTok Lite. The results show that products available both online and offline, as well as recommendation-type content, received higher levels of consumer engagement. Notably, significant differences were found in the number of negative comments: “personal best” content received the highest number of negative comments, while “honest reviews” recorded the lowest. In addition, YouTube Shorts generated more comments than other platforms, indicating platform-specific variations in consumer response. Overall, short-form shopping content serves not only as a tool for information delivery but also as a medium that enhances emotional engagement and requires expectation management. This study offers practical implications for developing effective marketing strategies and platform-specific approaches to maximize the impact of curated short-form shopping content.