A Comprehensive Review of Research on Short-Form Video Consumption Behavior

Abstract

This review comprehensively examines the evolution, underlying drivers, and critical challenges associated with short-form video consumption behavior. It analyzes the industry's rapid ascent from a peripheral entertainment format to a dominant mainstream content genre. The research indicates that the short-form drama (micro-drama) sector is undergoing a profound structural transformation, moving from a "traffic monetization" paradigm towards a "content payment" model. The traditional "internet celebrity + live-streaming e-commerce" model is showing signs of decline as it struggles to sustain the production of high-quality, premium content. Consequently, paid models have become a crucial lever for platforms to activate and monetize their core user base. Nevertheless, the industry grapples with persistent challenges, including low user willingness to pay and the contradiction between high viewer retention and low financial conversion rates. From a theoretical perspective, the analysis of consumption behavior has evolved significantly. The initial "Rational Acceptance" model has been superseded by the "Uses and Gratifications" theory, which in turn is giving way to the "Experience Economy" framework. This evolution underscores the pivotal roles of emotional resonance and instant gratification in driving users' payment decisions, positioning immersive experience as a central economic value.