군집분석을 통한 20대 소비자의 숏폼 광고 관련 구매유형 및 특성 연구

초록

Purpose: This study aims to explore the purchasing characteristics of consumers in their twenties in relation to short-form advertising content, to classify consumer types through cluster analysis, and to conduct a comparative analysis of purchasing behaviors and characteristics across these types with respect to advertising attributes such as informativeness, intuitiveness, entertainment, personalization, and reliability. Research design, data, and methodology: A survey was conducted among 212 university students, who are highly familiar with online shopping and short-form content. Measurement items were adapted from previous research, and responses were collected on a seven-point Likert scale. Reliability and validity of constructs were tested using Cronbach's , AVE, and C.R. Cluster analysis was applied to segment consumer types, and chi-square tests were performed to examine significant differences across clusters. Results: The findings show that 57.55% of respondents had purchased products after watching short-form ads, with clothing and fashion items being the most common purchases. Reliability (M=4.58) was identified as the most influential attri bute in purchase decisions, foll owed by informativeness(M =4.27) and intuitiveness(M=4.08). Four consumer clusters emerged: (1)credibility-oriented type, (2)indifferent type, (3)intuitiveness-oriented type, and (4)entertainment- and overall factor-oriented type. These clusters differed significantly in age distribution, consumption tendencies, lifestyle types, and purchase frequency Implications: The study underscores the impact of short-form advertising on impulsive consumption among young consumers and the key role of reliability and information in purchase decisions. By identifying distinct consumer clusters and incorporating lifestyle and emerging trends such as omnivore, one-point-up, and climate sensitivity, it offers practical implications for targeted digital marketing strategies.

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