Determinants of short video viewers’ satisfaction and its impact on word-of-mouth Sharing: An empirical study

Grounded in the uses and gratification theory (U&G), this research explores the motivational factors that drive viewers’ satisfaction with short videos and also examines how continuance intention mediates the relationship between satisfaction and electronic word-of-mouth (e-WoM) sharing intentions. Data were collected via a self-administered survey from 973 short video viewers, and hypotheses were tested using Structural Equation Modeling (SEM). The analysis confirmed that entertainment, information seeking, social interaction, and relaxation significantly enhance viewer satisfaction, whereas escapism showed no significant effect. Viewer satisfaction strongly influenced e-WoM sharing intentions, with continuance intention partially mediating the relationship. The research findings provide new insights into viewer behaviour in short video consumption and contribute to digital marketing literature by offering actionable recommendations for the Internet video hosting industry.