Beyond Entertainment: How Value Perceptions Influence Production and Consumption of Earthy Short Videos Among Chinese Small-Town Youth

Abstract Previous studies of earthy short videos have neglected value factors. To study the value factors affecting the production and consumption of earthy short videos by Chinese small-town youth, we propose the concept of prosumption and a logical path model connecting perceived value factors and prosumption. We developed a scale to measure subcultural recognition and verified the important influence of subcultural recognition on the behavior of producing and consuming earthy short videos. We analyzed data from 548 samples and found that usefulness and subcultural recognition significantly predicted Chinese small-town youth's production and consumption of earthy short videos. Self-presentation significantly influences production, but not consumption. Enjoyment predicts consumption but negatively affects production. Social interaction has a non-significant impact on both production and consumption behaviors. The findings suggest that we should pay attention to youth subculture, enhance the usefulness of earthy video content, and focus on the sustainable development of small-town youth groups.