운동 관련 숏폼 콘텐츠의 메시지 프레이밍과 조절초점이 소비자 태도 및 공유의도에 미치는 영향

초록

The purpose of this study was to examine how the topic (diet vs. pain prevention) and message framing (gain vs. loss) of exercise-related short-form content affect consumers’ attitudes and behavioral changes. A total of 220 research participants were recruited using convenience sampling, and data from 208 participants were used for final analysis after excluding incomplete responses. Participants were randomly assigned to four groups based on a 2 (content topic: diet vs. pain prevention) × 2 (message framing: gain vs. loss) between-subjects factorial design. Specifically, Group 1 was exposed to diet-themed videos with gain framing (n=52), Group 2 to diet-themed videos with loss framing (n=52), Group 3 to pain prevention-themed videos with gain framing (n=52), and Group 4 to pain prevention-themed videos with loss framing (n=52). Through online experiments, attitudes toward videos and sharing intentions were measured after video viewing. The main effect of message framing was examined using independent sample t-tests, and the interaction effect between message framing and content topic (regulatory focus) was analyzed using two-way ANOVA with SPSS 28.0. First, in the main effect analysis of message framing, gain framing had a more positive effect on attitudes toward videos than loss framing (t=2.24, p<.05). Second, no main effect of message framing was found for sharing intention (t=.29, p=.76). Third, the interaction effect between message framing and regulatory focus was significant for both attitude (F=7.78, p<.05) and sharing intention (F=7.06, p<.05). Specifically, gain messages were more effective for promotion focus (diet) content, while loss messages were more effective for prevention focus (pain prevention) content. The results of this study suggest that a strategic approach considering the fit between content purpose and message framing is more effective than simple message types when creating short-form content. This provides cost-effective short-form marketing strategies for individual entrepreneurs and small-scale sports businesses, and is significant in that it extends the applicability of message framing theory and regulatory focus theory to new media environments.

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