Research on the Concentration of Flow Experience of online Short Video in Content Dimension.

Online short video is a new kind of network multimedia art. Compared with traditional film, television and other image arts in recent years.The platform popularity, user group and video volume of online short video have been greatly improved.It involves the characteristics of faster communication speed, stronger social attributes and wider user base. Many people cannot stop experiencing short videos once they start, showing flow experience stateIn the past, many studies on flow experience mostly stopped at social media based on traditional image art with text and pictures, and there is a lack of perspective to explore the entire flow experience ecosystem framework from the perspective of variable dimensions. This study takes the content dimension of online short videos as the entry point to explore the relationship between users' highly focused attention and flow experience when experiencing when they experiencing online short videos. At the same time, platform and social dimension variables are brought in.After 507 users’ DouYin Data are collected, each variable was determined by confirmatory factor analysis to verify the reliability and validity of the data. Through path analysis, this study found the impact of various variables of flow experience of online short video in content dimension. On another hand, the result shows that content entertainment, usefulness, and variety mediate the relationship between user’s concentration and flow experience. In addition, expected confirmation and social presence affect the dimensional variables of short video content. This study explains how highly focused attention of online short video users is formed when entering the flow experience.Finally, based on the research results, insights are provided for the development of online short videos and flow experiences.