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Recently, the online short video has been highly recognized by the video market users, and then developed rapidly. This study aims to explore why users enjoy watching and sharing online short videos by applying the theory of flow experience. Previous research extensively examined traditional video arts such as TV and movies, and social media platforms that are text- or image-based, research on the online short video has been only surging in the recent years. In order to improve the preciseness and comprehensiveness of the research, social influence is also used as variables. This study takes short video representative platform TikTok as an example, and through questionnaires, 406 users' data about online short video experience were collected. After statistical analysis, the study finds that flow experience has a significant impact on the Follow and Share of online short video. According to further analyses, the research finds that flow experience, social norms, perceived critical mass and the Follow and Share constitute three groups of mediating relationship. Finally, through the discussion of the research results, it also provides help for broadening the academic scope of flow experience and video art, improving the online short video platform environment, and upgrading online short video services .
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Zheng Cheng (2022) studied this question.