The relationship between loneliness and short-form video addiction: A moderated mediation model.
Abstract
Short-form video addiction has emerged as a detrimental factor impacting the mental health of college students. This study investigated the mediating role of fear of missing out (FOMO) in the relationship between loneliness and short-form video addiction among Chinese college students and examined the moderating effect of interpersonal contact efficacy. A total of 440 students aged between 18 and 25 years (Mage = 21.300, SDage = 1.588) participated in an anonymous self-report survey. The findings revealed that: (1) loneliness was positively associated with short-form video addiction; (2) fear of missing out mediated the relationship between loneliness and short-form video addiction; (3) The relationship between loneliness and fear of missing out and the relationship between fear of missing out and short-form video addiction were regulated by interpersonal contact efficacy. Specifically, when interpersonal contact efficacy level was relatively high, loneliness had a stronger predictive effect on fear of missing out; when interpersonal contact efficacy was at a lower level, fear of missing out had a stronger predictive effect on short-form video addiction. These findings elucidate the mechanisms through which loneliness can lead to short-form video addiction and provide empirical support for targeted interventions in this area.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.24.46-68
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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