Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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How Short-form Videos Influence Customer Intention Toward Fashion Product Purchase and e-WOM - Focusing on Generation Z -

숏폼 비디오 콘텐츠의 특성이 패션 제품 온라인 구전의도 및 구매의도에 미치는 영향 - Z 세대를 중심으로 -

  • Jiyeong Park (Communications in Fashion Industry, Yonsei Graduate School of Human Environmental Sciences) ;
  • Eunju Ko (Dept. of Clothing and Textiles, Yonsei University)
  • 박지영 (연세대학교 생활환경대학원 패션산업정보) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2023.08.08
  • Accepted : 2023.11.22
  • Published : 2023.12.31
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Abstract

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

Keywords

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