A Study On The Willingness To Continue Using Social Cyberspace Learning From The Expectation Confirmation Model

In recent years,ubiquitous knowledge videos have begun to appear on many social media platforms.New technology become a media force that promotes knowledge dissemination and a good network ecology.Ubiquitous knowledge videos,as an intermediate form of superficial information to profound,is reshaping the new logic of knowledge production and dissemination.Online social learning behaviors have increasingly become a new way for contemporary young people to learn and share knowledge with the features of interaction,sharing,companionship and instant.This research takes Bilibili platform,a typical social learning platform in the Internet environment,as the research object,and analyzes the continuous use behavior of users in the knowledge zone and its influencing factors.Based on the Expectation Confirmation Model(ECM)as the theoretical framework,this research explores the impact of social presence,emotional presence,and online interpersonal trust on users' willingness to continue using the knowledge zone at Bilibili,through semi-structured interviews and questionnaire surveys Two methods are used for in-depth research.A total of 426 valid questionnaires were collected in this study,and SPSS26.0 was used for data analysis.The research found that:(1)Internet interpersonal trust,expectation confirmation,social presence,and emotional presence all have significant positive effects on users' willingness to continue using social network learning.(2)The significance of the influence on the willingness to continue to use decreases successively from interpersonal trust,expectation confirmation,social presence,and emotional presence.(3)Satisfaction and perceived usefulness have a partial mediating effect between online interpersonal trust,expectation confirmation,social presence,emotional presence and willingness to continue to use.The higher the degree of interaction and participation of users in the knowledge zone of Bilibili,the stronger the social and emotional presence,which will have a significant positive impact on the willingness to continue using.This research has the following practical significance: firstly,it strengthens the use of big data and artificial intelligence in the socialization of online learning to enhance the user's sense of presence;secondly,it improves the establishment of virtual learning communities for the purpose of knowledge sharing,and purifies the ecology of online knowledge dissemination;last but not least it is necessary to guide the use of social learning by netizens and improve the cohesion of interpersonal communication in online communication.