随着5G时代的到来，短视频的用户规模不断扩大，日均使用时长逐渐提高。作为近十年来出现的媒介形式，短视频在传播学界和营销学界的讨论日益增多。目前的研究主要集中在短视频对信息传播的积极影响上，较少关注短视频对日常生活的负面影响。作为短视频用户，多数都会有这样的体验：在长时间使用短视频后，会难以集中精力到需要完成的任务上，抑制控制能力明显下降。在消费行为上，购物欲望容易失控，冲动性购买了计划之外的商品。这些现象都不容忽视。基于此，本文通过两项研究，考察短视频使用时长与抑制控制能力和冲动性购买之间的关系性质。
        研究一采用实验法，收集到30名被试的有效数据。实验要求被试在观看短视频后，完成Stroop任务，以考察短视频使用时长对抑制控制能力的影响，构成3（短视频使用时长：0分钟、15分钟、30分钟）× 2（字色一致性：一致、不一致）被试内实验设计。结果发现，短视频使用时间越长，Stroop效应量（字色不一致的反应时减去字色一致的反应时）越高，抑制控制能力越差。
        研究二使用问卷法，收集到170份有效数据，探索短视频使用时长对冲动性购买的影响，以及抑制控制在其中所起的中介作用。结果发现，短视频使用时间越长，冲动性购买倾向越高，且抑制控制在短视频使用时长和冲动性购买之间起到部分中介作用。
        综上，本研究表明，短视频使用时间越长，抑制控制能力越差，且短视频使用时长可以正向预测冲动性购买，抑制控制在其中起到部分中介作用。
        本研究考察了使用短视频对抑制控制的影响，为用户理性使用短视频提供了参考建议。未来可以关注短视频使用时长对抑制控制影响的神经基础，并关注短视频对抑制控制影响的剂量效应。

        With the advent of the 5G era, the user scale of short-form video applications has continued to expand, and the average daily usage duration has gradually increased. As a media form that has emerged in the past decade, short-form videos have been increasingly discussed in the media and marketing circles. However, current research mainly focuses on the positive impact of short-form videos on information dissemination, and there are fewer studies focusing on the negative impact of short-form videos on daily life, especially psychological research. Many users said that after using short-form videos for a long time, it will be difficult to concentrate and unable to suppress the interference of irrelevant stimuli. In consumption behavior, it will be difficult to control the desire for certain commodities, and impulse buy some unplanned commodities. These phenomena cannot be ignored. Based on this, this paper examines the negative impact of short-form video usage duration on inhibitory control, and then the positive impact on impulse buying, through two studies.
        Using the classic Stroop paradigm, Study 1 designed a 3 (usage duration of short-form videos: 0 minutes, 15 minutes, 30 minutes) × 2 (consistency of words and colors: consistent, inconsistent) within-subjects design experiment, and collected valid data from 30 subjects to verify that the usage duration of short-form videos affects the state inhibitory control ability. The results showed that the longer the short-form videos were used, the higher the Stroop interference effect of the reaction time (the response time with inconsistent words and colors minus the response time with consistent words and colors), and the worse the inhibitory control ability.
        Study 2 used the questionnaire method and collected 170 valid data to verify the influence of daily usage duration of short-form videos on impulse buying and the mediating effect of inhibitory control. The results showed that the longer daily usage duration of short-form videos, the higher the impulse buying tendency, and inhibition control played a partial mediating role between the daily usage duration of short-form videos and the impulse buying tendency.
        In conclusion, this study shows that the longer the short-form video is used, the worse the inhibitory control ability. The daily usage duration of short-form videos can positively predict impulse buying, and inhibitory control plays a partial mediating role.
        This study examines the effect of the use of short-form videos on inhibitory control, and provides reference suggestions for consumers to rationally use short-form videos. In the future, we can focus on the neural basis of the influence of short-form video usage duration on inhibitory control, and focus on the dose effect of short-form video on inhibitory control.