An Irresistible Charm: How Short Videos Capture Attention and Win User's Heart

Short-form videos have now become a central element in how digital content is consumed. This study explores the factors that influence viewers’ satisfaction with this content, with an emphasis on video characteristics and the role of content creators. Using a quantitative approach with Purposive sampling through a survey involving 434 active social media users in Jabodetabek (cities area in Indonesia) on April 2025, the data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. With eight variables and nine hypotheses, this research examines the relation among the variables. The results show that elements such as trust, enjoyment, and attractiveness play an important role in shaping user satisfaction. In addition, content creator personalization and usefulness also contribute to increased user engagement and loyalty. These findings highlight the importance of emotional resonance and authenticity in building relationships with audiences. This study provides practical recommendations for content creators, marketers, and platform developers to optimize the effectiveness of short-form videos in attracting and retaining user attention.如今，短视频已成为数字内容消费的核心组成部分。本研究旨在探究影响用户对该类内容满意度的各类因素，重点关注视频自身特征与内容创作者的作用。本研究于2025年4月采用定量研究方法，通过立意抽样（Purposive Sampling）法开展问卷调查，共纳入印度尼西亚雅加达-茂物-唐格朗-勿加泗（Jabodetabek，印尼都会城市群）的434名活跃社交媒体用户作为研究对象，并使用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）对数据进行分析。本研究共设置8个研究变量、提出9项研究假设，旨在探究各变量间的内在关联。研究结果显示，信任度、愉悦感与内容吸引力等要素对用户满意度的形成具有显著正向作用。此外，内容创作者的个性化服务与内容实用性，同样有助于提升用户参与度与用户忠诚度。本研究结果凸显了情感共鸣与内容真实性在构建与受众的良性互动关系中的核心价值。本研究可为内容创作者、营销人员与平台开发者提供实践参考，助力其优化短视频的内容传播效能，以更好地吸引并留存用户注意力。