샤오홍슈 동영상 리뷰의 특성이 지속적 리뷰 이용의도에 미치는 영향 : 지각된 유용성과 신뢰의 매개효과와 설득지식의 조절효과

초록

This study investigates how the characteristics of video reviews on Xiaohongshu, a leading social commerce platform in China, influence consumers’ perceived usefulness and trust, while also examining the moderating role of persuasion knowledge. Specifically, a structural model was developed in which informativeness, entertainment, and visual appeal of the reviews were set as independent variables; perceived usefulness and trust as mediators; and continued review usage intention as the dependent variable. To test the moderating effect of persuasion knowledge, interaction terms were included as independent paths. Based on survey data from 386 Xiaohongshu users in China, the empirical analysis showed that both informativeness and visual appeal had significant positive effects on perceived usefulness. Furthermore, informativeness, entertainment, and visual appeal all had significant positive effects on trust. Both perceived usefulness and trust were found to significantly influence continued review usage intention. The analysis of moderating effects revealed that persuasion knowledge significantly moderated the relationship between visual appeal and perceived usefulness, suggesting that consumers' level of persuasion knowledge may affect how they evaluate and accept video review content.

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