| dc.description.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. | en_US |
