Addiction And Compulsive Buying In Short-Form Video Application: The Case Of Tiktok

Abstract

Purpose: The study set out to discover how short form video features exert influences on addiction and compulsive buying within the context of Opponent Process Theory alongside engagement and FoMO. Method: The research utilized a quantitative method using a sample of 401 participants, employing an online survey questionnaire distributed across various online community groups over a two-week period to gather data from TikTok users, using convenience and snowball sampling methods. IBM SPSS version 26 and AMOS version 25 were used to derive statistical insights. Findings: It is found that app features have positive influence on engagement and FoMO. Beside a pair of reinforcement was proved as FoMO has positive influence on engagement. Respectively, engagement and FoMO also display strong positive relationship with addiction behavior and addiction ultimately result in compulsive buying behavior. Nevertheless, the direct relationship between engagement/FoMO and addiction was not observed. Implications: The findings offer practical insights for businesses, policymakers, and users. Businesses can refine marketing strategies to appeal to compulsive buyers. Platforms can assist users by regulating feature access, like monitoring interaction time. More educational and counselling for addictive users shall be provided by authorities. Effective self-regulation strategies are recommended to address addiction and compulsive buying.