Antecedents of Binge-Scrolling Short-form Videos

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.