A Study on Effects of the characteristics of short-form contents of dining out on hedonic reactions and word-of-mouth intentions

Objective: This study aimed to add consumer emotional responses to the characteristics of short-form contents for eating out to find out the relationship between the characteristics of short-form contents for eating out on hedonic reactions and word-of-mouth intentions. Method: This study conducted a survey on 225 consumers who have watched short- form content related to eating out and used convenience extraction method, This study also conducted a statistical analysis using SPSS18.0 for frequency analysis, exploratory factor analysis, and regression analysis. Results: According to analysis results, content characteristics had a positive effect on hedonic responses while hedonic responses positvely affected word-of-mouth intentions. In addition, content characteristics had been partially adopted as word-of mouth intentions. Implications: It is necessary to increase the brand value of a company, win the sympathy of consumers, and produce content that exchanges between consumers and consumer sentiment to be shared and spread voluntarily.