Research on the User Experience of Infinite Up-scrolling on Chinese Short Video Software Douyin

Abstract

Douyin/TikTok is a popular short-form video application popular around the globe. The infinite up-scrolling video stream system that it is using is applying to more and more diversified applications. This research focused on the infinite up-scrolling video stream system’s influence on the Chinese user group and the public reaction towards it. A survey was conducted, and 145 valid answers were received. The questionnaire focused on the public’s daily interaction with the up-scrolling system. Through the statistics received, it is shown that most people like the feeling caused by up-swiping, and they easily use it over time. This phenomenon is explained from the perspective of psychology. The psychology analysis also explained why people often spend more time in this system than they planned or expected. Meanwhile, there is a large percentage of the public using the up-scrolling system in applications that are primarily for other usages. The system was adopted into these applications later on through program updates. With this system, applications are able to make their users more dependent on them. Therefore, this system is getting more and more popular in all kinds of applications.