The Characteristics of Beauty Short-Form Content Affect Information Trust and Consumer Behavior. Impact Study: For people in their 20s and 30s

In this study, we investigated the influence relationship on consumer behavior through the characteristics of beauty short-form content and information reliability targeting people in their 20s and 30s who use beauty short-form content. Based on previous research, a research model and hypothesis were derived based on beauty short-form content characteristics, information reliability, and consumer behavior. A final analysis was conducted on 305 copies of the online survey data. The results of this study showed that the playfulness and expertise of the characteristics of beauty short-form content among people in their 20s and 30s who use beauty short-form content had a significant effect on information reliability, but ease of use did not affect information reliability. Information trust had a significant impact on consumer behavior. The playability and expertise of beauty short-form content characteristics were found to have a significant impact on consumer behavior, but ease of use did not. And information reliability was found to be mediated by the characteristics of beauty short-form content and consumer behavior. Content creation and platform utilization that take into account the characteristics of consumers in their 20s and 30s who use beauty short-form content will serve as essential elements for brand growth. It has important implications for optimizing the marketing strategy of beauty product brand Digitel