What motivates short-form video consumption? Development and validation of a multidimensional short-form video use motivation scale

2026/07/22 by Sujin Yang, Hwajin Yang, Yemo Kang +5
Computer Science · Arts and Humanities · Business, Management and Accounting · #Image and Video Quality Assessment #Media Influence and Health #Consumer Retail Behavior Studies

paper · doi:10.1016/j.actpsy.2026.107478

Abstract

= 0.11 vs. 0.07). These findings indicate that short-form video use is driven by qualitatively distinct instrumental and avoidance-oriented motivations, offering a theoretically grounded, cross-platform tool that moves beyond addiction-centered measurement.

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• Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
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