Binge-scrolling behaviour on user-generated media based on uses and gratification theory : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Information Sciences at Massey University, Auckland, New Zealand

Abstract

Recent advances in User-Generated Media (UGM) and short-form video applications (apps) have led to the emergence of a phenomenon known as binge-scrolling. Engaging in long periods of unconscious scrolling through short videos is a common practice that resembles binge-watching series. Uses and Gratification Theory (UGT) is often used to explain the relationships among user motives, needs and gratifications and the consequences of media interactions. Previous research has rarely explored the binge watching behaviour of users with regard to short videos. The purpose of this study is to investigate the impacts of engagement with UGM (short video platforms such as YouTube, TikTok, and WeChat channels) on binge-scrolling, addiction and mental health. Data (N = 606) were collected using an online survey and analysed using Structural Equation Modelling (SEM). The results show that 1) motivation is positively related to binge-scrolling as an antecedent, which is consistent with UGT, and informational motivation is one of the primary motivations for using UGM; 2) binge scrolling is positively associated with addiction and mental health; and 3) user engagement has a moderating effect on the relationship between binge-scrolling and problematic binge-scrolling. The findings of this study contribute to UGT research on binge-scrolling with regard to short videos and provide useful information to support the prevention of binge-scrolling addiction and mental health disorders as well as relevant interventions.