Exploring User Experience in Short Video Consumption: Media Behavior and Cultural Influences

Abstract

The short film sector is expanding due to technological innovations by 2023, it is thought to have 1,000 million viewers. Websites such as TikTok offer an ideal platform for evaluating buying patterns and developing competition. The user experience of consuming TikTok short videos is examined in this study. TikTok, an application for short videos, and the user industry serve as the context for this research. A total of 410 valid people's responses to TikTok short video sessions were gathered. The regression method is a tool we use to look at causal relationships using quantitative data, and confirmatory factor analysis validates the determinant framework. As per the research's findings, in the context of TikTok short videos, significant correlations between factors like user behaviour, perceived social impact, emotional arousal, and content attraction were found through regression analysis. While certain hypotheses regarding these factors were supported by statistical tests, some were not. Extensive patterns impacted by popularity and content type were the accuracy of user perception evaluated across different types of videos. The study concludes on how user experience, media consumption habits, and cultural factors interact dynamically. To improve user engagement and optimize content distribution, it is essential to comprehend this complexity. To produce engaging and immersive short video experiences, effective solutions should combine technological developments with cultural awareness.