earticle

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。