Antecedents of Binge-Scrolling Short-form Videos
Abstract
With the advent of short-form video apps and social media, users have developed a habit of binge-scrolling concerning watching short-form videos. This is observed to be a shift in the consumer behaviour of the netizens. This study aims to study various influencing factors that cause the binge-scrolling of short-form videos in the apps. The study was conducted online among 313 young respondents between 18-33 years. The results reveal that among the five chosen variables that impact binge-scrolling, Entertainment, Accessibility and Short duration were found to have a significant relationship. In contrast, Loneliness and Convenience do not result from having a significant relationship with binge-scrolling. The relevant implications and suggestions are discussed for further studies in digital health and digital consumer behaviour.
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Binge-scrolling should be conceptualized not merely as a problematic behavior itself but as a potential mediating variable contributing to the development of various problematic Internet use behaviors.
“Notably, binge-scrolling should be conceptualized not merely as a problematic behavior itself but as a potential mediating variable contributing to the development of various problematic Internet use behaviors1,10.”
From The binge scrolling scale measures excessive scrolling through a validated three-factor structure (2025) · cites this paper as [10]
The validity of the three-factor structure is supported by research on behavioral addiction.
“The validity of this three-factor structure is also supported by research on behavioral addiction.”
From The binge scrolling scale measures excessive scrolling through a validated three-factor structure (2025) · cites this paper as [10]
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The binge scrolling scale measures excessive scrolling through a validated three-factor structure
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“Notably, binge-scrolling should be conceptualized not merely as a problematic behavior itself but as a potential mediating variable contributing to the development of various problematic Internet use behaviors 1,10 .”
Influential
- Authors
- Karunakaran, R., R, G., Ram, M. K., & S, A.
- Affiliations
- SASTRA University (IN)
- SASTRA Deemed to be University,School of Management,Thanjavur,India
- Venue
- 2022 International Conference on Innovations in Science and Technology for Sustainable Development (ICISTSD)
- Publisher
- IEEE
- Published
- 2022-08-25
- Pages
- 134-138
- OpenAlex
- W4316087254
- Cited by
- 3
- References
- 21
- Citations by year
- 2025: 1 · 2024: 2
- FWCI
- 0.73
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- International Conference on Innovations in Science and Technology for Sustainable Development (ICISTSD) (publishedVersion)
- Funders
- University Grants Commission
- Topics
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
- Social Sciences › Business, Management and Accounting › Strategy and Management › Legal Systems and Institutions
- Keywords
- short-form video, social media applications, consumer behavior, entertainment value, video accessibility, video length, loneliness, convenience, young adults, digital consumer behavior
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