Research On The Influence Of Bilibili Application Attributes On User Participation Behavior

Bilibili’s multi-scene,multi-terminal video ecology meets users’ demand for high-quality content anytime and anywhere.Good community atmosphere and continuous emergence of high-quality content promote high interaction and high retention of Bilibili users.At the same time,the diversification of social entertainment platforms and capital competition have intensified the difficulty for Bilibili to compete for the user market.The diversification of content on the platform and the weakening of irrefungibility of the platform have also led to the decline of the enthusiasm and participation of Bilibili users and the weakening of user participation behavior.In view of this,based on Bilibili platform and users,it is of great significance to explore the impact of Bilibili application attributes on user psychology and participation behavior,and provide some suggestions and strategies for platform managers and video creators to enhance user participation.Based on SOR model,this paper explores the influence of hedonic attributes(entertainment,originality)and social attributes(personalization,socialization)of Bilibili application attributes on user value perception and user participation behavior.Firstly,S(application attribute)-O(value perception)-R(user participation behavior)conceptual model diagram is constructed.Secondly,the scale design of this paper is carried out by referring to the mature scale of the scholars’ existing research on user participation behavior,and the data are collected online in a small range On the basis of the pre-test analysis,the scale was modified to form a formal questionnaire,which was then distributed and collected on a large scale.Finally,SPSS 26.0 and Amos 26.0 were used for empirical analysis of 403 valid samples collected,and the hypotheses were verified in turn.The results show that:(1)Bilibili’s hedonic attributes and social attributes have significant positive effects on user participation behavior,and the influence degree is not different;(2)Bilibili’s hedonic and social attributes have a significant positive impact on users’ perception of functional value and emotional value,and the impact of social attributes is greater than that of hedonic attributes in both functional value and emotional value perception tests;(3)Users’ perception of functional value and emotional value has a positive and significant impact on user participation behavior,and the impact of emotional value is much higher than that of functional value;(4)Functional value and emotional value play a partial mediating role between hedonic attribute,social attribute and user participation behavior,and the mediating effect of emotional value is much stronger than that of functional value in both the mediating test between hedonic attribute and user participation behavior and the mediating test between social attribute and user participation behavior.Finally,according to the research results,this paper puts forward four suggestions to promote Bilibili user participation behavior:(1)to meet users’ hedonic needs and improve user participation behavior;(2)build the platform social matrix to promote user participation;(3)optimize the positioning and layout of the platform to enhance the functional value of users;(4)enrich the quality content of the platform and enhance the emotional value of users.