TikTok 도시홍보 숏폼영상의 설득 효과에 관한 연구: 정교화가능성모델과 여행 관여도를 중심으로

초록

This study applies the elaboration likelihood Model (ELM) as a theoretical framework to analyze how TikTok-based UGC short-form city promotional videos influence viewers’ satisfaction and visit intentions via central and peripheral routes. Specifically, this study investigates how content attributes (informativeness, hedonic value, immersiveness, and accuracy) and provider characteristics (expertise, credibility, and attractiveness) shape viewing satisfaction, how travel involvement moderates these relationships, and how viewing satisfaction affects visit intention. The study collected survey data from 355 Chinese users in their 20s and 30s and tested hypotheses using structural equation modeling. Results showed that informativeness, hedonic value, and accuracy positively affected viewing satisfaction through the central route, while immersiveness surprisingly had a negative effect. Provider expertise and credibility had positive effects through the peripheral route, but attractiveness showed a negative influence, suggesting overly superficial appeal may reduce viewing satisfaction. Travel involvement moderated these effects: high-involvement users responded more to content attributes, while low-involvement users were more sensitive to provider characteristics. This study theoretically extends ELM to short-form video contexts by demonstrating the complex interplay of central and peripheral cues and the moderating role of involvement. Practically, it suggests tailoring content strategies based on viewer involvement levels and avoiding excessive focus on superficial appeal. Limitations include sample age bias, limited stimulus types, and cultural scope, indicating a need for future research on diverse UGC formats and long-term impacts on city branding.

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