The Influence of Hedonic Gratifications, Habit, and Regret on Binge-Watching Engagement of Vertical Short Drama on Tiktok
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Abstract
This research aimed to examine the influence of hedonic motivation, habit, and anticipated regret on the continuous viewing behavior of short vertical dramas on the TikTok platform. Specifically, it analyzed hedonic motivation in terms of entertainment and passing time, as well as anticipated regret and habit. Data were collected from 385 respondents through an online questionnaire, using a
non-probability purposive sampling method. Descriptive and inferential statistics were employed, alongside Process Model 4 to test indirect effects.
The results indicated that all four factors entertainment, passing time, anticipated regret, and habit had a significant positive effect on the intention to continue viewing. Habit exhibited the strongest influence, followed by anticipated regret, passing time, and entertainment, respectively. Furthermore, habit and viewing intention significantly influenced actual continuous viewing behavior, with intention partially mediating the relationship between habit and behavior.
These findings can inform the development and design of short vertical dramas that align with audience motivations and viewing behaviors, thereby enhancing engagement and attention in contemporary digital media environments.
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References
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