The Mediating Effect of Advertising Attitude in the Relationship Between the Short Form Beauty Contents Related Advertising Model Attributes and Behavioral Intention: With a Focus on Generation MZ

This study analyzed the structural relationships among the advertising model attributes, advertising attitude, and the behavioral intention among the Generation MZ in their 20s and 30s who are experienced in watching short form beauty contents, and furthermore, analyzed the differences by gender. The online survey was conducted from September 5, 2022 through September 10, 2022, and a total of 384 surveys were finally analyzed by using the SPSS ver.25.0 and AMOS ver.22.0 programs. As for the results of the analysis, first, analyzing the relationship between advertising model attributes, advertising attitude, and behavioral intention through the structural equations, expertise, intimacy, reliability, and attractiveness were all significant in terms of the mediating effects that increase behavioral intention through advertising attitude, and as a result of confirming the relative influence through the standardized coefficient, the influence was high in the order of reliability, expertise, intimacy, and attractiveness. Second, in terms of the advertising attitude variable of comparative analysis by gender, expertise and attractiveness had an influence on men, and intimacy and reliability had an influence on women. Furthermore, in terms of the behavioral intention variables, similarity turned out to be effective for women, and expertise turned out to be effective for men. Hence, based on such results, when selecting an advertising model, it is necessary to prioritize in the order of reliability, expertise, intimacy, and attractiveness toward increasing the advertising effect, and unlike the characteristics of the advertising market, short form has to be produced over a short time, and hence, if you prioritize production, you can achieve a great effect compared to time, and beauty contents videos need to provide visual images and information over a short time, and hence, the advertising model is the one who is important for the advertising effect. Furthermore, in terms of advertising effectiveness, men have a large effect on expertise and attractiveness, and women have a high effect on intimacy, similarity, and reliability, and hence, it was evident that the short-form beauty content advertisements could be more effective if the gender differentiated advertising model strategies were reflected according to the product characteristics, and it is meaningful in that this study has analyzed the gender differences in addition to analyzing the effect of advertising models on the short form beauty contents.