The Mediating Effect of Viewing Immersion on the Relationship Between Beauty Short-Form Content Characteristics and Consumer Behavioral Intention

This study examines the influence of beauty short-form content characteristics on consumer behavioral intention, focusing on the mediating role of viewing immersion. Targeting adult users of beauty short-form content, this research developed a conceptual model based on prior studies and empirically tested relationships among content characteristics (expertise, credibility, and playfulness), viewing immersion, and consumer behavioral intention (sharing and purchase intention). A total of 349 valid responses were collected through an online survey. The results revealed that all three characteristics—playfulness, credibility, and expertise—significantly influenced viewing immersion, with playfulness showing the strongest effect. Viewing immersion also significantly affected both sharing and purchase intention. Additionally, the characteristics of beauty short-form content exerted direct effects on consumer behavioral intention, while viewing immersion demonstrated a partial mediating effect in these relationships. These findings suggest that understanding and strategically designing short-form content characteristics that enhance immersion play a critical role in encouraging consumer engagement and purchase behavior. This study provides practical implications for beauty brands and content creators seeking to optimize digital marketing strategies within short-form platforms.