How short-form food content characteristics affect brand attitudes and behavioral intentions

Objective: This study examined the influence of short-form food content characteristics on brand attitude and behavioral intention. Methods: This study conducted a survey through an online questionnaire from October 29 to October 31, 2024, and this study used SPSS 28.0 and AMOS 280.0 to analyze a total of 300 responses. Results: First, according to the analysis on the effect of short form food content characteristics (aesthetics-entertainment-trustworthiness-interactivity) on brand attitude, aesthetics and entertainment had a negative effect, while trustworthiness and interactivity had a positive effect. Second, aesthetics had a positive effect on behavioral intention. Third, brand attitude positively affected behavioral intention. Implications: To take advantage of short-form content, the food service industry should strive to create products based on consumer attention, credibility, and interactivity.