Title Page
ABSTRACT
Contents
Chapter 1. Introduction 13
1.1. Research Background 13
1.2. Research Aim and Objectives 15
1.3. Research Significance 16
1.4. Organization of the Dissertation 18
Chapter 2. Literature Review 20
2.1. Short Video Marketing 20
2.1.1. Definition of short video marketing 20
2.1.2. Situation and characteristics of short video marketing 31
2.2. Research on short video anchor 46
2.2.1. Concept of short video anchors 46
2.2.2. Research status of the characteristics of short video anchors 51
2.3. Research on Value Consumption 70
2.3.1. The definition of Value Consumption 70
2.3.2. The classification of Value Consumption 82
2.3.3. The influencing factors of Value Consumption 94
2.3.4. Related research on consumer value and consumption behavior 100
2.4. Research on Consumers' Trust 106
2.4.1. The concept of trust 106
2.4.2. Related studies of trust 113
2.4.3. Perceptual trust-related research 121
Chapter 3. Research Design 128
3.1. Research Model 128
3.2. Research Hypothesis 129
3.3. Research Methods 136
3.3.1. Questionnaire 136
3.3.2. Data Analysis 137
3.4. Measurement 137
3.5. Data Collection and Analysis 143
Chapter 4. Results and Analysis 146
4.1. Demographic Descriptive Statistics 146
4.2. Reliability and Validity 149
4.2.1. Reliability Analysis 149
4.2.2. Validity analysis 151
4.2.3. Correlation Analysis 154
4.3. Hypothesis Test 156
4.3.1. The charm of short video anchor and trust 156
4.3.2. Trust and value consumption 158
4.4. Mediation Analysis 163
4.5. Research result 170
Chapter 5. Conclusion 172
5.1. Main Findings 172
5.2. Implications 175
5.2.1. Theoretical implication 175
5.2.2. Practical implication 183
5.3. Limitation and Future Research 196
Reference 200
국문초록 212
Appendices 214
Appendix 1. Questionnair (English) 214
Appendix 2. Questionnair (Chinese) 224
〈Table 2-1〉 Different classification of Individual Style 49
〈Table 2-2〉 Example of short video anchors 50
〈Table 3-1〉 Variable Title 139
〈Table 3-2〉 Analytical methods used in the study 144
〈Table 4-1〉 Descriptive analysis 147
〈Table 4-2〉 Variables description analysis 148
〈Table 4-3〉 Reliability Test 150
〈Table 4-4〉 Exploratory Factor Analysis 151
〈Table 4-5〉 Correlation of Variables 155
〈Table 4-6〉 Regression Analysis (TR) 156
〈Table 4-7〉 Regression Analysis (EV) 158
〈Table 4-8〉 Regression Analysis (FV) 160
〈Table 4-9〉 Regression Analysis (SV) 161
〈Table 4-10〉 Mediation analysis 164
〈Table 4-11〉 Mediation analysis 165
〈Table 4-12〉 Mediation analysis 166
〈Table 4-13〉 Mediation analysis 167
〈Table 4-14〉 Mediation analysis 169
〈Table 4-15〉 Summary of hypothesis test result 170
〈Figure 1-1〉 Organization of this Dissertation 19
〈Figure 2-1〉 Daily active trends of mainstream media apps (JuLiang, 2020) based on personal organization of online data 34
〈Figure 3-1〉 Research Model 129
〈Figure 4-1〉 Mediation effect of the Appearance and Posture 165
〈Figure 4-2〉 Mediation effect of Interactivity 166
〈Figure 4-3〉 Mediation effect of Individual Style 167
〈Figure 4-4〉 Mediation effect of Product Content Display 168
〈Figure 4-5〉 Mediation effect of Profesionalism 170