Communications in Humanities Research ISSN: 2753-7072
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Research Article

Based on the Theory of Planned Behavior: A Psychological Mediating Mechanism Research on College Students' Excessive Short-Video Addiction

Aoyu ZhangKede College of Capital Normal University*

* Corresponding author: [email protected]

Abstract

Short videos are the dominant leisure medium for modern college students. Numerous undergraduates get addicted to continuous browsing, failing to control viewing time.This problem leads to academic delay, sleep disorders, poor focus and various physical, psychological and academic harms. Centered on the Theory of Planned Behavior (TPB), this research surveyed full-time undergraduates in Beijing universities. A total of 326 arts, science and art students from Kede College of Capital Normal University formed the main sample. SPSS 26.0 and PROCESS 4.1 plug-in were used for reliability and validity verification, correlation analysis and Bootstrap mediation test. Results indicate behavioral attitude, subjective norm and perceived behavioral control positively and significantly predict college students' excessive short-video use intention. Perceived behavioral control exerts the strongest prediction effect; poor media self-management in this factor is the key psychological cause of short-video addiction. Excessive use intention positively predicts addictive viewing behavior and directly drives overuse. Besides, this intention fully mediates the links between the three cognitive factors and excessive watching. Personal cognition and external environment perception influence addictive behavior only indirectly via usage intention. TPB effectively explains college students' short-video overaddiction, and most participants have inadequate media self-control. This study establishes a three-level intervention system covering university media literacy education, student self-regulation and platform anti-addiction algorithm upgrade. It offers empirical evidence and actionable strategies to reduce students' short-video dependence and improve campus mental health and study atmosphere.

Keywords: theory of planned behavior; college students; short video; overuse; mediating effect
Published: September 1, 2026
DOI: 10.54254/2753-7064/2026.BJ36420
Volume: CHR Vol.119
pp. 10-17
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