RESEARCH ON THE IMPACT OF SHORT VIDEO APPLICATION QUALITY ON YOUNG USER’S ENGAGEMENT BEHAVIOR FROM THE PERSPECTIVE OF SOR THEORY

This research examines the impact of short video platform quality on youth user participation behavior. With mobile internet development, short videos have become a mainstream social media format, yet existing research inadequately reflects how platform quality influences user behavior under emerging social media trends. Based on SOR theory, this study constructs a theoretical model investigating how the system quality and content quality of short video platforms affect youth participation behaviors. We collected and analyzed data through a literature review, questionnaires, and semi-structured interviews using SPSS 26.0, leading to three main conclusions: First, both the system quality and content quality of short video platforms have big positive effects on how much young people use them. Second, immersive experience is a key mediator between platform system quality, content quality, and how much young people use them. Third, self-control has a big moderating effect on the relationship between system and content quality of short video platforms and immersive experience. These findings enrich understanding of short video interaction mechanisms and provide practical insights for platform optimization and content strategy development.