숏폼 영상 중독에 영향을 미치는 요인 연구: 상대과정이론을 기반으로

초록

Purpose The purpose of this study is to explore the factors that contribute to short-form video addiction and its impact on users' life satisfaction, based on Opponent Process Theory. This theory explains how both positive reinforcement (e.g., enjoyment) and negative reinforcement (e.g., withdrawal symptoms) jointly influence addictive behavior Design/methodology/approach This study adopts a theoretical framework grounded in Opponent Process Theory to analyze how the perceived values of short-form video use-such as immediate enjoyment and stress relief-lead to addiction. Furthermore, it investigates how this addiction behavior affects overall life satisfaction. The research model examines both positive and negative psychological mechanisms that drive media addiction, aiming to reveal the complex relationship between usage patterns and psychological satisfactions. Findings The results showed that perceived enjoyment had no significant effect, while withdrawal symptoms positively influenced addiction. Furthermore, short-form video addiction was found to positively impact users' life satisfaction. These findings suggest that withdrawal symptoms, rather than enjoyment, play a more critical role in explaining addictive behavior in the context of short-form video use.

키워드