패션상품 숏폼 동영상 소구 유형과 BGM 적합성 - 유저타입을 중심으로 -

초록

With the rapid development of short-form video platforms, short-form video advertisements are gradually being used as a new marketing tool for companies by replacing traditional advertisements, and it is considered very important to produce short-form video advertisements that meet the target customers' preference for specialization. The purpose of this study is to empirically examine the effect of the short form video advertisement appeal type and BGM suitability on consumers' emotional and behavioral responses through experimental design. In particular, we would like to look at how such a difference in short form leads to reactions between consumers who have a lot of experience in purchasing from social commerce and those who do not. Data were collected through a survey of Chinese consumers in their 20s with experience in purchasing from social commerce, and the research hypothesis was verified using SPSS 25.0. The results are as follows:1)Overall, it was possible to confirm the importance of BGM suitability when shopping for fashion products through short form video platforms.2)Video appeal was found to make a difference in the response of social commerce light users, and the interaction between video appeal and BGM suitability was also found in light users. This study proposes the following marketing implications: When social commerce shopping companies produce short form videos, they should specify sub-points and select BGM in consideration of the target customers' preference for specialization. It suggests the need for a marketing strategy for the main customer base using the short-form video platform, and it is judged that the appropriate BGM according to the appeal type is more effective in order for consumers to form purchase intentions by mediating positive emotions when using the platform.

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