關鍵字：教育型短影音、短影音屬性、創作者特質、心流體驗、再觀看意圖;With the advancement of information technology and mobile communication， information overload has led to increasingly fragmented attention among modern audiences. Short-form videos， characterized by rapid pacing and strong visual appeal， have become an important medium for knowledge dissemination. However， how educational short-form videos integrate content attributes and creator characteristics to enhance flow experience and stimulate rewatch intention remains underexplored. This study adopts the Stimulus–Organism–Response (SOR) model as its theoretical framework. Short-form video attributes (content quality， entertainment，informativeness， and perceived usefulness) and creator characteristics (expertise， credibility， interactivity， and physical attractiveness) are treated as stimuli， flow experience as the organism， and rewatch intention as the response to construct the research model. This study employs a questionnaire survey method， collecting data through online platforms and obtaining 227 valid responses， primarily from individuals aged 21 to 30. The results indicate that entertainment and perceived usefulness have significant positive effects on flow experience. Creator expertise and credibility also significantly enhance viewers’ flow state， while physical attractiveness strengthens immersion through visual appeal. In contrast， content quality， informativeness， and interactivity do not show significant effects on flow experience. Furthermore， flow experience has a significant positive impact on rewatch intention. Theoretically， this study integrates the SOR model with flow theory， confirming the mechanism through which external stimuli influence behavioral intention via flow experience， thereby filling a research gap in the field of educational short-form videos. It also reveals that in a fragmented information environment， entertainment and practicality are more effective than information completeness in inducing immersion. Practically， creators are advised to adopt "edutainment" and "lightweight content" strategies， while strengthening professional credibility and visual appeal to enhance viewers’ flow experience and rewatch intention， ultimately improving content effectiveness.
