An empirical examination of factors influencing Chinese young viewers'multi-dimensional binge-watching behaviors: Focusing on a moderating effect model based on the theory of planned behavior

Binge-watching among Chinese young viewers reflects the cultural and behavioral complexities of streaming-era consumption. Grounded in the Theory of Planned Behavior (TPB), this study incorporates polychronic tendency and sensation-seeking tendency as moderating variables to construct an analytical framework for multidimensional binge-watching. Using survey data from 827 respondents-analyzed with SPSS and AMOS-we find that attitude, descriptive norms, and perceived behavioral control positively predict binge-watching intention, whereas injunctive norms are non-significant. Intention, in turn, significantly predicts multidimensional binge-watching behaviors. Moreover, polychronic tendency amplifies nonlinear binge-watching, while sensation-seeking tendency suppresses planned binge-watching. These findings extend TPB's application to digital media by integrating personality traits, offering a refined model for explaining the diversity and complexity of young viewers' binge-watching. The study provides theoretical and practical guidance for fostering healthier viewing habits among young audiences and informing platform design and management in online video streaming.