The Impact of Motives to Watch Short-form Content on Behavioral Intentions among Young Women in their 20s

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.