The Influence of Short-Form Content Usage Motivation, Platform Trust, and Content Engagement on Content Sharing Intention and Continuance Intention

The rapid evolution of the digital media landscape has positioned short-form content as a dominant mode of information consumption and communication in the digital era. This study empirically examines how functional, hedonic, and social motivations for using short-form content affect users’ intentions to share content and continue using the platform, with platform trust and content engagement acting as mediators. To elucidate the behavioral mechanisms underlying short-form content platform usage, the study examines the interaction between user motivations and platform-related experiential factors.<br/> The findings indicate that hedonic and social motivations play a key role in enhancing platform trust and engagement, which, in turn, positively affect continuance intention and content sharing intention. In contrast, functional motivation shows no significant effect on either platform trust or engagement. These findings suggest that platform providers should enhance entertainment and social features to strengthen user loyalty and engagement. This study contributes to the theoretical understanding of short-form content consumption behavior and provides practical insights for enhancing the strategic competitiveness of digital content platforms.