Research On The Factors Affecting The User Participation Behavior Of Online Learning Videos On Bilibil

With the continuous development of network technology,intelligent terminal equipment has been popularized,and online learning has gradually been accepted by users and become the main alternative to traditional education.This paper selects Bilibili community as the research platform,and takes Bilibili learning video users as the research object to explore the influencing factors of users’ participation in online learning process.By comprehensive use of literature analysis,comparative analysis,questionnaire survey and statistical analysis,this paper explores the influencing factors of participation behavior of Bilibili online learning video users.Based on the technology acceptance model,theory of planned behavior,social impact theory,perceived risk theory,and user experience theory,six variables are selected as independent variables,including perceived usefulness,perceived risk,convenience,subjective norms,resource quality,and functional completeness,behavioral willingness as intermediary variables,and participation behavior as dependent variables,Build a model of the influencing factors of Bilibili online learning video user participation behavior and propose research hypotheses.SPSS26.0 software and STATA16.0 software were used to verify the reliability and validity of the data collected from the questionnaire and conduct empirical analysis.The empirical results show that the individual dimension variables perceived usefulness and perceived risk,the social dimension variables convenience and subjective norms,and the platform dimension variables resource quality and function completeness positively affect the behavioral will and participation behavior,and the behavioral will positively affect the participation behavior,and there is a mediating effect between the individual,social and platform dimension variables and the participation behavior.Based on the research conclusions,the author puts forward development suggestions such as focusing on improving the perceived usefulness and trust level of users,creating a good learning environment,paying attention to the influence of communities,integrating learning resources,and improving the platform function design.