A Study on User Behavior, Preferences, and Satisfaction with Short-Form Dramas in the Sichuan-Chongqing Region

Abstract

With the rapid advancement of digital media technologies and the growing demand for fragmented entertainment, short dramas have emerged as a new growth driver in the audiovisual industry, characterized by their brevity, high frequency, and intense plotting. Against the macro backdrop of the 14th Five-Year Plan for Cultural Industry Development, this study draws on 673 valid questionnaires from the Sichuan-Chongqing region and employs descriptive statistical analysis, Apriori association rule mining, and principal component analysis (PCA) to systematically examine audience behavioral profiles, genre preference combinations, and determinants of satisfaction. Findings indicate that short drama viewers in the Sichuan-Chongqing region are predominantly female, urban, and middle-aged youth, with undergraduates and current students forming the core consumer base. Primary viewing motivations center on leisure and stress relief and social interaction. Genre preferences exhibit a trend toward multimodal fusion, with “Romance + Suspense”, “Comedy + Romance”, and “Science Fiction + Fantasy” emerging as the most favored combinations. PCA results reveal three core satisfaction dimensions—ranked as content quality, production quality, and advertising experience—wherein content innovation, emotional resonance, and advertising intrusiveness serve as pivotal variables influencing user retention. The study concludes that transitioning the short drama sector from quantity-driven expansion to quality-led growth requires multidimensional synergy across creative content development, technological empowerment, and business model optimization, thereby providing theoretical foundations and practical guidance for high-quality development of regional cultural industries.