스포츠 숏폼 콘텐츠의 특성이 소비자 충동 구매 과정에 미치는 영향

초록

This study aims to examine the effects of sports short-form content characteristics on consumers’ hedonic experience and impulse buying. A total of 302 valid responses were collected from adults aged 20 and above who had prior experience watching sports-related short-form content (e.g., TikTok, Instagram Reels, YouTube Shorts). Data were analyzed using SPSS 26.0 and AMOS 29.0. Confirmatory factor analysis, reliability analysis and structural equation modeling (SEM) were conducted. The results are as follows. First, entertainment, emotional evocativeness, and visual stimulation had significant positive effects on hedonic experience. Second, emotional evocativeness had a significant positive effect on impulse buying, whereas entertainment and visual stimulation did not show significant direct effects on impulse buying. Third, hedonic experience did not have a statistically significant direct effect on impulse buying in the structural model. These findings suggest that emotional stimuli embedded in sports short-form content play a critical role in triggering consumers’ immediate purchasing behavior. The study provides theoretical and practical implications for understanding consumer responses in the context of sports short-form digital media.

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