Exploring Reasons for Short Videos Engagement Behaviors of Senior Users

The surge in popularity of short videos among the elderly has attracted attention, yet the motivations driving their usage remain unclear. This study delves into the factors influencing senior individuals’ engagement behaviors, encompassing consumption, participation, and production. Through two focus groups with 10 participants aged over 55, the study revealed that utilitarian and hedonic needs motivated seniors’ consumption behaviors, while social needs facilitated participation and production. Additionally, apprehensions about potential social conflicts emerged as a deterrent to the proactive use of short videos by senior individuals. These findings carry theoretical and practical implications for the utilization of social media among the elderly.