How Motives to Use Short Video Platforms Drive Negative Effects: A Second-Order Factor Structural Model

Short videos, a more modern type of video with a new perspective in apps compared to the typical social media or traditional video platforms, are currently gaining popularity quickly. Short videos progressively alter people’s usual habits and captivate them enough to make them addicted. The aim of this study was to find a relationship between the motives to use short video apps and effects like health issues, anxiety, and low academic effectiveness that may be caused by their use. Data was collected from 400 university students. Through the factor analysis, the items that seemed to be related in terms of how motives to use short video apps relate to those effects were confirmed. The study verified our seven constructs defined earlier through the validation of the measurement model for structural equation modeling. A structural equation model with second-order constructs was performed to show how motives to use relate to the impacts of using short video apps. This study showed that motives to use have no direct effect but an indirect effect through creating an activeness tendency on the negative impacts. We hope the depth of research on short videos will be increased through this study, and additionally, it will enrich the use of second-order factor structural models using covariance-based structural equation modeling.