Research On The Factors Influencing User Movement Of Bilibili Under The Transformation Of Media Commercialization

In recent years,with the strong rise of new platforms and the increasingly severe external environment of policy control,many video social platforms have made media commercialization transformation for development.With the iteration of old and new media,its commercial value is increasingly prominent.For the video social platforms and other social media,users are the core resource,and the number and activity of users are the key to the vitality of the platform.The impact of media commercialization transformation on users’ use behavior reflects users’ demands,and is related to the future development direction of the platform.It is particularly important to master the influencing factors of user movement.Bilibili is a typical video social platform for commercial transformation in recent years.Therefore,the dissertation takes Bilibili as the research object,explores the changes brought about by the commercialization transformation of media platforms to users’ use behavior,and analyzes the influencing factors of user movement.Based on the available literature and materials,the dissertation traces the motivation and specific measures of the commercialization transformation of Bilibili,and constructs a semi-structured interview questionnaire through the Ethnographic Decision Tree Model(EDTM)to preliminarily collect the user experience data and obtain the influencing factors of user movement.Merging Expectation Confirmation Theory,the dissertation builds a theoretical model and tries to verify the influencing factors of user movement in the commercialization transformation from an empirical perspective through a questionnaire survey.Finally,according to the empirical results,the dissertation puts forward the development suggestions for the media platform during the commercialization transition period.This dissertation adopts a variety of research methods and is divided into six chapters.The first chapter analyzes the research background and research status,introduces the research methods and research objects,defines the main concepts,and describes the research innovation.The second chapter explains the development venation of Bilibili according to the literature and network resources,and lists the specific measures of the commercialization transformation of Bilibili.The third chapter briefly introduces the theories and steps involved in the semi-structured interview,including Ethnographic Decision Tree Model(EDTM),Means-End Chain(MEC)theory,and integrates the interview data,combining the interview data and existing research findings to help construct the final model.In the fourth chapter,the dissertation constructs the model of the influencing factors of user movement during the commercialization transformation of Bilibili.Merging the Expectation Confirmation Theory and the concepts obtained in Chapter 3,this chapter constructs an empirical model,it meanwhile theoretically explains the variables,puts forward assumptions,and designs the scale with reference to existing literature.Finally,the data are analyzed,including the analysis of demographic characteristics,the reliability and validity of the data,and the analysis of structural equation model.Based on the model verification results,the fifth chapter puts forward improvement suggestions for the commercialization transformation and development of media platforms.The sixth chapter mainly summarizes the conclusions,shortcomings and future prospects of this research.