A Cross-Cultural Study on the Sustainable Governance of AIGC Short Video Platforms: Addressing Tripartite Interest Imbalances

This research examines the growing adoption of AIGC tools in short-video production, which significantly enhances platforms' content output and operational efficiency while simultaneously generating divergent expectations and structural tensions among platforms, creators, and users. These stakeholder frictions are conceptualized as a tripartite interest imbalance, representing a fundamental obstacle to the sustainable governance of AIGC-driven short-video ecosystems. Drawing on stakeholder theory and platform governance theory, a structured questionnaire is developed to compare Chinese and overseas users' perceptions of AIGC platform governance. The findings reveal notable cross-cultural differences in governance attitudes, as well as distinct gaps in perceptions of stakeholder interest conflicts. Perceived AIGC governance and user trust are also positively associated with continuance intention and attitudes toward long-term sustainable governance. The empirical results suggest that effective AIGC platform governance should extend beyond content safety and productive efficiency, with coordinated mechanisms to reconcile the competing demands of all three stakeholder groups being equally critical. Accordingly, transparent, equitable, and culturally adaptive regulatory frameworks are essential for achieving sustainable governance of global AIGC short-video platforms.