Research On The Influence Of Social Presence On College Students’ Self-regulated Learning In UGC Video Platforms

The development of network technology not only improves people’s ability and willingness to generate their content,but also promotes the emergence of platforms focusing on user generated content(UGC).Merowitz pointed out in his media theory that new media broke the boundary of the original social scene and made people develop new social behavior patterns in order to adapt to the changes.In recent years,it can be seen that more and more people use UGC video platforms as Bilibili,Tiktok,Kuaishou to study.It may be a new learning behavior patterns in the new media environment.This study aims to analyze the influencing factors behind the above phenomenon from the theoretical perspective of media social scene.This paper takes college students as the research subjects,introduces “social presence” to measure the users’ perception of media scenes,and discusses the impacts of college students’ perception of social presence on their self-regulated learning in UGC video platforms.Taking the empirical research as the path,using the questionnaire survey method and the statistic analysis software,this paper tries to explore whether and how the sense of social presence affects the willingness of college students to use UGC video platforms for learning and self-regulation behaviors of college students.The result of empirical research shows that college students’ perceived social presence in UGC video platforms reaches a high level.Overall,social presence has a significantly positive impact on the willingness of college students to use UGC video platforms for learning and their self-regulation behaviors in the process of learning.Perceived enjoyment of learning and self-efficacy of learning play an intermediary role between social presence and college students’ self-regulated learning,which shows that social presence can affect college students’ self-regulated learning on UGC video platforms by affecting their psychological factors.This study puts the research on self-regulated learning in the communication context of new media,which enriches the empirical research results related to new media to some extent.The research result confirms that users’ perception of the social scene of UGC video platforms can affect their self-regulated learning on the platforms.Therefore,platforms and knowledge communicators need to pay attention to the construction of online social scene in order to promote learning behaviors.