Study Of Bilibili Website On The Uses And Gratification

Bullet Curtain, a kind of interaction form of ACG (Animation Comics Games) culture, has gradually spread into the public with ACG culture development. Some of mainstream video sites have also introduced bullet curtain function because of its increasingly recognition. Bilbili, as a typical bullet curtain video site, has limited associated research and lacks of cultural connotation understanding by the public. Therefore, in-depth study of the site has a rich cultural and commercial value.In this paper, the object of research is the audience of BILIBILI bullet curtain video sites (later known as Bilibili). The Development, features and communication researches of Bilibili will be demonstrated at the beginning of the paper. After that, the research will be focus on audience composition, usage, motivation and bullet curtain characters study with uses and gratification theory according to quantitative and qualitative analysis. In addition to this, to analyze the community building and identity cognizing by identity theory, find existing problems and offer some reasonable suggestions.The study found that the audience of Bilibili are mainly made up of teenagers. These people use different sites with different behavior, motivation and satisfaction, have gradually formed a unique identity for this community and subtly created some common principles with diverse restriction. However, there are many problems in web-resources, copyright, bullet curtain content and advertising. It is linked to the website management, development and understanding of ACG culture.Based on survey data and in-depth interviews information, the author believes, in order to further improve the overall satisfaction of the audience, Bilibili should strengthen resources management, give the audience more managing rights, personalize members and bullet curtain service and optimize the user experience.