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A Study on the Snack Culture Phenomenon in YouTube Shorts : Focused on Users’ Perceived Value

  • Industry Promotion Research
  • Abbr : IPR
  • 2024, 9(3), pp.193-203
  • DOI : 10.21186/IPR.2024.9.3.193
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : May 20, 2024
  • Accepted : July 3, 2024
  • Published : July 31, 2024

Won Jin Hong 1 Seung In Kim 1

1홍익대학교

Accredited

ABSTRACT

This study analyzes user behavior on YouTube Shorts within snack culture and proposes short-form video production strategies by identifying key value factors. Prior research identified seven characteristics (playfulness, time killing, information provision, social presence, interactivity, escapism, conciseness) and criteria based on the 5W1H principles. Surveys and interviews revealed that key user values are playfulness, time killing, conciseness, and interactivity. Users engage without specific purposes, watch 10-20 consecutive pieces selectively, and use it in comfortable environments. This research provides insights for understanding user behavior and short-form video production strategies.

Citation status

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