숏폼 쇼핑 큐레이션 콘텐츠의 특성이 소비자 태도와 구매의도에 미치는 영향

초록

Recently, short-form content combined with shopping curation has had a substantial influence on consumers’ information search and purchase decision-making processes. This study empirically examines the effects of the formal characteristics of short-form shopping curation content—namely, attention-gettingness, conciseness, and entertainment value—on consumer attitudes and purchase intention, and further investigates whether content usage frequency moderates the relationship between attitude and purchase intention. To this end, hypotheses were tested using structural equation modeling (SEM) and multi-group analysis (MGA) based on data collected through an online survey of 258 users with actual experience using short-form platforms such as YouTube Shorts, Instagram Reels, and TikTok Lite. The results showed, first, that the attention-gettingness, conciseness, and entertainment value of short-form shopping curation content all had significant positive effects on consumer attitudes. Second, consumer attitude was found to exert a direct and strong effect on purchase intention. Third, multi-group analysis indicated that, in the high-frequency usage group, the effect of consumer attitude on purchase intention was significantly stronger than in the low-frequency usage group, confirming a moderating effect of usage frequency that strengthens the attitude-to-behavioral-intention path. Based on these findings, this study suggests that, in practice, concise messaging, initial attention capture, entertainment value, and tailored strategies for loyal users can be effective in enhancing consumer attitudes and purchase intention.

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