Understanding User Immersion in Online Short Video Interaction

Short video~(SV) online streaming has been one of the most popular Internet applications in recent years. When browsing SVs, users gradually immerse themselves and derive relaxation or knowledge. Whereas prolonged browsing will lead to a decline in positive feelings, users continue due to inertia, resulting in decreased satisfaction. Immersion is shown to be an essential factor for users' positive experience and highly related to users' interactions in film, games, and virtual reality. However, immersion in SV interaction is still unexplored, which differs from the previously studied scenarios essentially because SV delivery is fragmented, discrete, and with limited time for each video.