Research On User's Continuance Usage Of Bullet Screen Video Sites Based On Expectation Confirmation Model—An Empirical Study Of Bilibili.com

The very first bullet screen video portal is originated from Japan, known as Niconico. Followed by this trend, first domestic bullet screen video site Acfun started in 2007 and Bilibili, which is the most influential bullet screen video site by now, set up in 2009. As the bullet screen video site has become ubiquitous to social media and common people, the video site operators, who has gone through the surviving difficulty of publicity and streaming volume in start-ups, now facing the more challenging problems of how to sustaining core audiences while improving financial liquidity and performing commercialized transformation. Bilibili need to figure this problem out urgently since it has focused more on commercialized transformation compared to other video sites. Bilibili and its audiences have been selected as objects for this research. Based on expectation confirmation model and technology acceptance model, this paper comes up with a Continuance Usage model for Bilibili users, trying to find out the factors that can affect the audiences behavior of continuance usage.This research conducted an online qualitative survey with 400 effective questionnaires. According to questionnaires collecting and data sorting, we carried on factor analysis, reliability and validity analysis, and regression analysis with the use of SPSS20.0 software, so as to test the rationality of the model. Result shows that satisfaction and perceived cost are the two main factors to user' continuance intention. Meanwhile, we can conclude two primary features for audiences of Bilibili from descriptive statistics analysis, which are higher loyalty and younger ages. However, when they facing the possibility of advertisement and fee charges, they become hesitate and users' loyalty degree decreases. This also proves that in the process of commercialized transformation, video site will inevitably bear the risk of losing users who only accept zero advertising and low cost.Even though bullet screen video site has its unique characteristics in techniques and culture, the development of video site itself still follows the paths of main video website like Youku or Tudou—they all have gone through the copy right issues and now trying to figure out how to making profit with videos. For Bilibili, actions like “episode contractors” and “charging plan” are bold exploration towards its commercialized transformation. How to balance the relationship between users' experience and profitability is the biggest challenge in the future. Commercialized transformation is necessary and unstoppable, we will wait and see if the operators can keep their promise of “no ads forever”.