숏폼 중독이 시간 왜곡, 후회, 지각된 행동 통제감을 통해 시청 중단 의도에 미치는 영향

초록

Objectives The objective of this study was to investigate the impact of short-form media addiction on intention to discontinue viewing, focusing on mediating effects of time distortion, regret, and perceived behavioral control. Methods A survey was conducted with 318 men and women in their twenties residing in Seoul, Gyeonggi, and Incheon. Collected data were analyzed using structural equation modeling. Results The analysis revealed that short-form media addiction significantly influenced time distortion, regret, and perceived behavioral control. Among these variables, time distortion and perceived behavioral control played significant mediating roles in the relationship between addiction and the intention to discontinue viewing. In contrast, regret did not have a direct effect on the intention to discontinue viewing. Additionally, short-form media addiction was found to exert a strong direct effect on the intention to discontinue viewing. Conclusions Findings of this study suggest that despite users’ intentions to stop watching, the addictive nature of short-form content poses a significant challenge to behavioral control. This highlights short-form media addiction as a pressing social issue. Accordingly, this study calls for public communication strategies to address this problem, suggesting that community-based programs and targeted campaigns might offer practical interventions.

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