Unveiling the dynamics of binge-scrolling: A comprehensive analysis of short-form video consumption using a Stimulus-Organism-Response model

Abstract

The rapid rise of short-form content has led to the emergence of a new media consumption behavior termed “binge-scrolling,” where users sequentially consume numerous short videos. However, systematic analysis of this phenomenon is lacking in existing literature, which primarily attributes excessive usage to individual factors. Therefore, drawing on the stimulus-organism-response paradigm, this study designated the platform factor of short-form video services as an environmental stimulus and developed a research model to investigate how features influence users’ negative responses and subsequent coping behaviors. Employing a mixed-method approach, this study discovered that the infinite scrolling feature inherent in the short video services contributes to a perceived loss of self-control among users. This can result in users’ feelings of regret and diminished cognitive engagement and compel them to curtail their time using the video service. The significance of this study is manifold. The study is the first to explore the emerging behavior of “binge-scrolling” comprehensively by employing both qualitative and quantitative methods. Additionally, it underscores the mediating role of “loss of self-control” between service features and users’ negative internal state by extending the stimulus-organism-response model. Furthermore, this study illuminates a paradoxical effect wherein features initially designed to enhance user engagement, such as infinite scroll, may inadvertentely result in decreased usage time. This calls for the necessity of reassessing service feature with a focus on user experience and advocates for the incorporation of platform factors into policies and regulations governing online services. Thereby, this study offers valuable insights for platform developers, policy makers, users, and researchers, ultimately aiming to enhance user well-being in the rapidly evolving landscape of digital media consumption.