What motivates users to continue using current short video applications? A dual-path examination of flow experience and cognitive lock-in

Abstract

Short video applications are becoming a new form of entertainment and diversion for social media users. However, the underlying reasons why people are immersed in and continue to use current short-form video applications still need to be investigated in depth. This study examines the dual drivers (flow experience and cognitive lock-in) and their antecedents of sustained use of short-form social media based on flow theory and status quo bias theory. The model proposed in this study was tested by analyzing data from a sample of 365 users. The results indicate that flow experience and cognitive lock-in positively influence continued intention to use. In addition, recommended information characteristics (self-referencing and serendipity) significantly affect flow experience, while recommendation information vividness has insignificant effects on flow experience. Also, sunk costs, network externalities, and habits positively affect cognitive lock-in. This study explains the two-factor driven path of short-video users’ continuous usage intention, as well as provides some valuable insights into the sustainable development of short video platforms.