Effect of Beauty Short-form Viewing Motivation on Participation Desire

With the advancement of mobile services and network technologies, global platform enterprises have emerged, making beauty short-form content a crucial element in beauty brand marketing strategies. This study aimed to analyze the effects of beauty short-form viewing motivation on women’s participation desire. Data were collected through a questionnaire survey conducted in April 2025, targeting women. The results indicated that hair-related content and the Tiktok platform elicited the highest levels of viewing motivation and participation desire, and that the sub-factors of beauty short-form viewing motivation-usefulness, enjoyment, and accessibility-were positively associated with stronger participation desire. These findings suggest that utilizing hair-related content that combines entertainment and informational value on the Tiktok platform can effectively enhance women’s participation and engagement with beauty short-form content, ultimately contributing to revenue generation. Therefore, this study provides strategic implications for beauty short-form creators and companies seeking to effectively leverage beauty short-form content in marketing to enhance user engagement and generate revenue.