A Study On Influencing Factors Of User Participation Behavior In Learning At Bilibili

With the establishment of the Knowledge Zone and the presence of a large number of professional research institutions,the Learning Zone has generated a large amount of pan-knowledge learning content,and at the same time,a phenomenon of communication,sharing and accompanying learning with online knowledge resource texts as the core has attracted attention.This paper chooses Bilibili learning videos as the research context and MOA theory as the main research model to study user participation behavior and factors influencing learning at Bilibili.Firstly,semi-structured interviews are used to explore specific participation behavior of 8 learning users,which can be divided into low and high participation levels according to the involvement status of browsing,interaction and contribution,reflecting the involvement level of users’ behavior when participating in learning,and outlining the current situation of users’ participation behavior in learning at Bilibili.Secondly,based on the collation of literature,a questionnaire was used to select motivation for interest,motivation for knowledge and motivation for outcome expectation,involvement level,low involvement level and high involvement level,perceived pleasure,perceived usefulness and social presence,self-efficacy and subjective norm as specific variables for each dimension of motivation,behavior,opportunity and ability respectively,to construct a theoretical model and put forward relevant hypotheses.Then,after collecting the data by distributing online questionnaires,this paper used SPSS 26.0 and AMOS 24.0 to empirically study the collected data and validate the motivational influences as well as opportunity and ability moderators on the participation behavior of Bilibili users,Also through the method of participant observation,the author participated as a learner at Bilibili,selecting interviews and cases to analyse the findings.Finally,the following suggestions are made for the development of learning communities in relation to the interviews: platforms need to use circle communication to strengthen the construction of a learning atmosphere,knowledge producers need to provide a diverse content supply,and knowledge receivers need to strengthen the production of barrage content.