Chen Wanyi

Nanning Normal University

Abstract：

The current investigation will disclose the psychological basis of continuous consumption of short videos by college students, with emphasis on the comparison of predictive power of perceived recommendation accuracy and time self-discipline on single-use duration. The paper also examines the role impulse control plays as a mediator and how cognitive reflection can serve as a moderator in this correlation. The data was gathered through a questionnaire given to 187 undergraduate students attending comprehensive universities. Important results include: Perceived recommendation accuracy is a good predictor of single-use duration but time self-discipline has a negative predictive value on it; Impulse control is a partial mediator of the connection between perceived recommendation accuracy and single-use duration; The connection between perceived recommendation accuracy and impulse control is moderated by the moderating variable cognitive reflection, and the suppressive association of the perceived recommendation accuracy with impulse control occurs significantly less strongly in those high in cognitive reflection. Taken together, this paper provides useful screening instruments and a theoretical support to enable universities develop specific interventions about college students short video usage.

Key Words：

short videos; perceived recommendation accuracy; time self-discipline; impulse control; cognitive reflection