CAUSES AND COUNTERMEASURES OF INTERMITTENT SOCIAL MEDIA USE AMONG CHINESE YOUTH GROUPS - TAKING SHORT VIDEOS AS AN EXAMPLE

In the context of the rapid development of the Internet and mobile smart terminals in China, short video applications have occupied an essential position in users' daily lives due to their efficient information dissemination, entertainment, and social interaction functions, especially among young people. However, excessive use may lead to time management disorders, reduced work efficiency, and impaired quality of life. At the same time, complete withdrawal is not feasible due to the strong social embeddedness of short videos. Therefore, the cyclic behavior pattern of "use-interruption-return" is generally shown in young user groups. This study uses a questionnaire survey method to investigate and analyze the short video usage behavior of young people in China and summarizes and statistically analyzes the data based on Excel. The study aims to explore the causes of young users' interruption of short video use and propose corresponding optimization strategies to encourage users to form healthy and sustainable short video usage habits. At the same time, it provides a reference for short video platforms to optimize their operation strategies. Short video platforms need to pay more attention to user needs in rule design to reduce interruption behavior and enhance user retention.