Research on the Perceived Control and Challenge of Flow Experience of Online Short Video

In recent years, under the background of the development of communication technology, the popularization of smart phones and the acceleration of the pace of life, online short video has developed rapidly. Compared with previous video products, online short video has a short time, but it can enable users to watch continuously, and even produce a certain degree of addictive behavior. Why do individuals have this phenomenon? Many studies attribute the reason to recommendation algorithms for online short videos. However, this paper explores this phenomenon from the perspective of flow experience. Firstly, based on the flow theory and referring to previous studies, according to the characteristics of online short video, the software function application and social impact were included in the measurement range. Then, 8 variables and the research model were explored by using theoretical assumptions. Next, the different influence of each variable on the flow experience of online short video were measured through 710 samples under different dimensions. This study identified the factors that contribute to platform perceived control and challenges in the flow experience of online short videos, the relationships between these variables, and how they affect the flow of online short videos. Finally, the study explores the formation of flow experience of online short video, provides advance research and reference for the academic, social and economic area beyond algorithmic recommendation systems. Key words: Online short video; Flow experience; Platform perceived control; Challenge; Social media;