Research on the flow experience and social influences of users of short online videos. A case study of DouYin

Abstract Recently, short online videos have been highly recognized by video market users and have developed rapidly. This study aims to explore why users enjoy watching and sharing short online videos by applying the theory of flow experience. Previous research has extensively examined traditional video arts such as TV and movies and text or image based, while research on short online videos has increased only in recent years. To improve the precision and comprehensiveness of the research, social influence is also used as a variable. This study takes the short video representative platform DouYin as a case study and the Chinese user market as the background. Through questionnaires, 406 users' data about short online video experiences were collected. After statistical analysis, the study finds that flow experience has a significant impact on participative behaviour and sharing behaviour for short online videos. According to further analyses, the flow experience, social norms, perceived critical mass and participative and sharing behaviour constitute three groups of mediating relationships. Finally, the discussion of the research results provides help to broaden the academic scope of the flow experience and video art, improve the short online video platform environment, and upgrade short online video services.