The Effects of Short-Form Content Characteristics of Food Service Brands on Relationship Commitment and Visit Intention

This study investigates how short-form content influences consumers’ relationship commitment and visit intention in the food service industry. Based on prior literature, four attributes of short-form content—usefulness, enjoyment, newness, and immersion—were set as independent variables, while relationship commitment and visit intention were set as dependent variables. A structured questionnaire was distributed to 224 consumers residing in the Busan and Gyeongnam regions of South Korea, and the collected data were analyzed using exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression. The results indicate that all four content characteristics had a statistically significant positive effect on both relationship commitment and visit intention. Among them, newness had the greatest impact on relationship commitment, while immersion was the strongest predictor of visit intention. Furthermore, relationship commitment was found to have a strong positive effect on visit intention, confirming its mediating role in consumer behavior. These findings suggest that short-form content not only influences consumer attitudes but also leads to behavioral intentions through emotional and cognitive engagement. This study provides strategic implications for food service companies seeking to strengthen long-term consumer relationships by enhancing content design with trend-sensitive and immersive storytelling.