MZ세대의 숏폼 콘텐츠 이용요인과 지속사용의도간의 영향관계 연구

초록

This study aims to provide information that can be referenced in the short-form content production process by identifying the causal relationship between short-form content usage factors perceived by the MZ generation and platform trust, content immersion, and continuous usage intention. As a result of the study on the influence of short-form content usage factors perceived by the MZ generation on platform trust, it was found that information seeking, entertainment seeking, and convenience seeking factors perceived by the MZ generation had a positive influence on platform trust. As a result of the empirical analysis on the influence of short-form content usage factors perceived by the MZ generation on content immersion, it was found that information seeking, entertainment seeking, and convenience seeking perceived by the MZ generation had a positive influence on content immersion. As a result of analyzing the influence of platform trust and content immersion of short-form content perceived by the MZ generation on continuous usage intention, it was verified that platform trust and content immersion perceived by the MZ generation had a positive effect on the behavioral intention to continue using. Based on these results, theoretical and practical implications were provided for establishing strategies for operating short-form content platforms and creating content.

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