Research On The Use And Satisfaction Of Original Video By Bilibili Users

For a long time,theory of "use and satisfaction" has been focused on ontology research and new media research.From angle of original video,this paper expands scope of "use and satisfaction" and concretely studies field.This article,taking famous original video website bilibili as an example,using theory of use and satisfaction,analyzes user's attitude and behavior towards original video.This paper first combs previous research results,discusses localization and applicability of theory of use and satisfaction,and then introduces general situation of bilibili.In next empirical investigation and analysis,cross-table analysis and variance analysis of SPSS are used to judge correlation between variables,and four related assumptions are verified.The main contents include: to describe composition of user as a whole,to understand user's behavior from user's attention to type of original video,length of time,interaction,payment,etc.This paper analyzes user's using attitude from aspects of user loyalty,preference and responsibility,and judges bilibili's satisfaction with original video from push,content,quantity,difficulty,interaction,interface experience,etc.From understanding of new knowledge,access to information,education in fun,emotional resonance,interpersonal friendship and other levels to sum up use of user motivation.The results show that user's characteristics are significantly related to viewing motivation,using attitude(loyalty),using degree,using behavior(like kind)and satisfaction degree of original video.The user's inherent media impression on bilibili has an impact on use of original video and using attitude(loyalty).The use degree of bilibili not only has an impact on use behavior(interactive behavior,paying behavior,publishing behavior)and using attitude(loyalty),but on plagiarism attitude in use attitude.Whether user's motivation is satisfied or not only has an impact on future use behavior,does not have a significant correlation with use attitude structure.In view of conclusion of analysis,It summarizes bilibili existing original video content defects and improvement measures for future direction of original video development has a more obvious significance.