How short-form video features influence addiction behavior? Empirical research from the opponent process theory perspective

Abstract

PurposeConsidering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.Design/methodology/approachThis study conducts empirical research using data collected from 382 Chinese TikTok users. Based on the stimulus–organism–response framework, the research model was constructed from the opponent process theory (OPT) perspective through features and emotional elements.FindingsThe results show that short-form video features influence addiction by activating users' perceived enjoyment and feeling of withdrawal. Based on the positive and negative reinforcement of the OPT, users must repeatedly interact with short-form videos to maintain positive emotions or reduce negative emotions. Eventually, this practice will lead to addiction. Additionally, users' procrastination moderates the relationship between feeling of withdrawal and addiction.Originality/valueThis study discussed how features influence addiction through opponent emotions on short-form video from the OPT perspective, enriching scholars' research on social media addiction. Furthermore, this study examined the moderating effects of procrastination and identifies unique features of short-form videos.