Earticle

초록

영어

This study aimed to examine how motives for watching beauty shortforms influence on participation needs and behavioral intentions against Generation MZ. The collected data were analyzed, using SPSS 27.0. Frequency analysis was performed for the analysis of general characteristics. Additionally, exploratory factor analysis and Cronbach's alpha were utilized for validity and reliability testing, respectively. Research methods included correlation analysis and multiple regression analysis. The results revealed the following: First, motives for watching beauty shortforms had an impact on playfulness, interaction and informativity across all participation needs (cognitive needs, behavioral needs, affective needs). Second, motives for watching shortforms also demonstrated a significant effect on behavioral intention. Furthermore, all participation needs were found to exert a significant influence on behavioral intention.

중국어

本研究以MZ一代为对象，研究了美妆短视频观看动机对参与欲望和行为意图的影响，资料分析使用了SPSS 27.0统计程序。 针对一般特性进行了频率分析，可靠性验证运用探索性因素分析，信度分析使用克隆巴赫系数，本文研究方法运用相关分析和多元回归分析。 研究结果为如下：第一，美妆短视频观看动机对参与欲望（认知欲望、行为欲望、正义欲望）因素都会影响其娱乐性、相互作用、信息性因素。其次，短视频观看动机对行为意图具有显著影响，短视频参与欲望对行为意图的影响包括认知、行为、正义欲望。

목차

Abstract
I. 서론
II. 이론적 배경
1. 뷰티콘텐츠 숏폼
2. 시청동기
3. 참여욕구
4. 행동의도
III. 내용 및 방법
1. 연구문제
2. 연구대상 및 기간
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 조사대상자의 일반적 특성
2. 타당성과 신뢰도 검증
3. 뷰티콘텐츠 숏폼 시청동기, 참여욕구, 행동의도의 상관관계
4. 뷰티콘텐츠 숏폼 시청동기가 참여욕구와 행동의도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 강시은 [ Si-Eun, Kang | 창신대학교 복지문화대학원 미용예술학 석사 ]
• 우미옥 [ Mi-Ock, Woo | 창신대학교 미용예술학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646