Abstract
Short-form content and the six factors of HEXACO. By investigating which personality factors could explain motives for using short-form content, the study utilized an online survey with 187 participants. The survey included scales for motives for using short-form video SNS platforms and the HEXACO-60. After collecting data, both univariate and multiple regression analyses were conducted. The results of the one-way analysis of variance (ANOVA) revealed significant differences among motives for using short-form content, with functional motives, hedonic motives, and social motives being ranked highest in that order. The multiple regression analysis showed that honesty-humility negatively and conscientiousness positively influenced hedonic motives, with conscientiousness negatively affecting functional motives and emotionality statically influencing functional motives. Social motives were found to be influenced by extraversion. This study holds significance in exploring the relationships between the use of short-form content, usage motives, and personality factors.
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