earticle

영어

This study aimed to explore how motives for watching short-form beauty videos affect behavioral intentions among young women in their 20s from Daegu and Gyeongsangbuk-do. Data were collected via a questionnaire survey conducted from May 15 to June 10, 2024, through both online and offline channels, with 160 responses used for final analysis. SPSS 27.0 was employed for data analysis, including frequency analysis for general characteristics, factor analysis for validity, and Cronbach’s alpha for reliability. Correlation and multiple regression analyses were performed. The results revealed the following: First, the study identified three key motives for watching short-form beauty videos: enjoyment, interaction, and informativeness. It also found that these motives were correlated with behavioral intentions. Second, such motives influenced behavioral intentions across all factors, with 'informativeness' having the most significant impact.

중국어

本文以居住在大邱及庆北的20-29岁女性为研究对象，调查了美容内容短视频收看动机对行为意向的影响，调查时间为2024年5月15日到2024年6月10日，通过发放线上线下问卷调查，共搜集160份问卷用于资料分析，本文采用SPSS27.0统计程序进行数据分析。 一般特征调查使用频率分析，效度检验使用因素分析，信度测验查看了Cronbach'sα值，研究方法采用相关分析和多元回归分析，其研究结果为如下：第一、20-29岁女性的美容内容短视频收看动机显示为游戏性、相互作用、信息性等下位因素，收看动机和行为意向具有关联性。第二、20-29岁女性的美容内容短视频观看动机对行为意向的影响调查显示，所有因素均有影响，其中信息性影响最高。