Factors Impacting Users’ Negative Interaction Behaviors When They Enjoy Short Videos on TikTok

Short video media has become an essential new media channel for Chinese people to obtain information daily. However, an interesting negative interaction phenomenon exists, such as many users canceling likes after giving likes to a video, hiding their likes and following list. Our article aims to explore the factors impacting users’ negative interaction behaviors that may lead to short video media burnout. The structural equation modeling method was used to analyze 423 valid responses in a survey from TikTok users in the Chinese mainland. The results indicate that information redundancy concerns, social image concerns, information disclosure concerns, and content value deviation are the main potential variables that affect users’ negative interactions when they enjoy short videos on TikTok. We concluded that privacy concern is critical for users’ negative interaction behaviors compared to the video content dimension. This article extends short video users’ engagement behavior research by first investigating the influence factors of TikTok users’ negative behaviors. This article also provides practical and managerial implications for app designers on stimulating users’ active interaction and participation through the innovative design of privacy management functions.