How Do Short-Form Video Creators Select Media Platforms? Research Based on the Extended UTAUT Model

Abstract

Since the inception of the short video platform, the interaction details between the social network and creators continue to require further exploration. This study explores the determinants that influence short-form video creators’ platform selection in China, leveraging the extended UTAUT model. Conducting a survey method (N = 468), a comprehensive questionnaire identified facilitating condition (FC) and effort expectancy (EE) as key factors, and the ATU was confirmed as the mediating variable whereas the SSNM was as the moderating variable, challenging the presumed dominance of social networks and their popularity. The study extends the UTAUT model to the context of short video platforms and creators and contributes to the discourse on digital content creation by highlighting the critical interplay between technology, social influence, and user engagement, offering strategic insights for platform innovation and creator engagement. Examining creators’ preferences and behaviors, we aim to pave the way for future research in the rapidly evolving digital content ecosystem.