Research On User's Continuance Intention Of Bilibili Based On SEM Model

The rapid development of information technology has spawned a new type of content information dissemination system-network media,this type of media has changed the way the public receives information from the outside world.Recent years,users' willingness to use and experience perception of online media have received extensive attention from academia,however,due to the current special branch of online media-participatory video website(Bilibili),the research lacks a holistic perspective.In-depth exploration of user expectations and experience perception in step-by-step types of websites,and optimize video websites based on user experience.Based on this,this article combines theory and empirical methods,focusing on the user group of Bilibili,and combining the user experience of the Internet's human factors engineering perspective and structural equation modeling(SEM)to carry out research on the factors affecting the continuous use of Bilibili.First of all,this article reads and sorts out related literature on Bilibili?Internet human factors engineering user experience and continuous use intentions,understand the current research progress and shortcomings;Secondly,on the basis of literature research,combined with the in-depth interview method of the target population,the user experience element measurement index system of Bilibili.Secondly,on the basis of literature research,combined with the in-depth interview method of the target population,the user experience element measurement index system of Bilibili.Thirdly,combine the technology acceptance model and the expectation confirmation theoretical model to construct the research model of this article,put forward corresponding hypotheses,and design the initial questionnaire of this article on the basis of the maturity scale.Fourthly,conduct pre-survey reliability test,validity test and exploratory factor analysis on the questionnaire to correct the survey items.Finally,Statistical analysis of formal sample data,reliability and validity testing,and structural equation model fitting on formal sample data to confirm expectations,perceived usefulness,perceived ease of use,perceived interest,and user experience(Content experience,sensory experience,common experience,functional experience),the relationship between user satisfaction and willingness to continue to use empirical research.The empirical research mainly has the following conclusions:1.Content experience has the highest degree of influence on continued use intention,indicating that video content is the basis for influencing user retention;2.Perceived usefulness and perceived interest directly and significantly affect the willingness to continue to use,while the perceived ease of use can only indirectly affect the willingness to continue to use by acting on user satisfaction.3.In terms of Internet human factors engineering user experience,content experience and entertainment experience can directly and significantly affect the willingness to continue to use,while sensory experience and functional experience can only indirectly affect the willingness to continue to use through the mediating variables of user satisfaction.In response to the above research conclusions,this article proposes 3 reference strategies for Bilibili and related Internet video products and services: 1.Expand the breadth of content horizontally and expand the depth of content vertically;2.Optimize and expand the communication function design,improve the user's common experience and psychological attribution;3.Pay attention to platform construction and lay the cornerstone of website experience.