Research Purpose: The purpose of this study is to examine the effects of short-form content
characteristics on product attitude, purchase intention, and word-of-mouth intention, as well as to
verify the mediating effect of product attitude. Accordingly, this study empirically investigates how
short-form content characteristics affect consumers’ product attitudes and, subsequently, their
purchase intention and word-of-mouth intention.
Research Methods: A survey was conducted for this study, and the collected data were analyzed
using SPSS and AMOS.
Results in Research: The results showed that short-form content characteristics positively affected
product attitude, which in turn positively influenced both purchase intention and word-of-mouth
intention. In addition, short-form content characteristics directly affected word-of-mouth intention but
not purchase intention. Product attitude fully mediated the relationship between short-form content
characteristics and purchase intention and partially mediated the relationship with word-of-mouth
intention.
Research Conclusion: This study is academically meaningful in that it empirically identifies the
effects of short-form content characteristics on consumers’ attitudes and behavioral intentions,
suggesting that companies should develop engaging and empathy-oriented short-form content
strategies to foster positive product attitudes among consumers.
Research Purpose: The purpose of this study is to examine the effects of short-form content
characteristics on product attitude, purchase intention, and word-of-mouth intention, as well as to
verify the mediating effect of product attitude. Accordingly, this study empirically investigates how
short-form content characteristics affect consumers’ product attitudes and, subsequently, their
purchase intention and word-of-mouth intention.
Research Methods: A survey was conducted for this study, and the collected data were analyzed
using SPSS and AMOS.
Results in Research: The results showed that short-form content characteristics positively affected
product attitude, which in turn positively influenced both purchase intention and word-of-mouth
intention. In addition, short-form content characteristics directly affected word-of-mouth intention but
not purchase intention. Product attitude fully mediated the relationship between short-form content
characteristics and purchase intention and partially mediated the relationship with word-of-mouth
intention.
Research Conclusion: This study is academically meaningful in that it empirically identifies the
effects of short-form content characteristics on consumers’ attitudes and behavioral intentions,
suggesting that companies should develop engaging and empathy-oriented short-form content
strategies to foster positive product attitudes among consumers.