Research On Influencing Factors Of Users’ Continuous Intention Of Interactive Viedo On Bilibili

With the development of media technology,traditional video content has been transformed from one-way linear to nonlinear.At the same time,due to the improvement of user autonomy and personalized needs,users want to actively participate in video content.Interactive video comes into being.2019 is the first year of interactive video in China.Major mainstream video websites began to layout interactive videos,which handed the initiative to users by means of picture information exploration and branch plot.With its strong interactivity,interactive videos got a large number of users’ attention.As an emerging form of video in China,interactive video has great potential for development.However,since it is still in the initial stage of exploration,there are many problems,which will affect users’ willingness to continue to use interactive video,lead to user loss,and pose a great threat to the interactive video.Therefore,it is necessary to study the willingness of interactive video users’ continuous intention.Bilibili,a well-known bullet-screen video website in China,officially launched interactive videos in 2019.Its interactive videos are very representative in terms of the number of videos and user engagement,and its interactive form of bullet-screen is also in line with interactive videos.Therefore,this study chooses bilibili as the platform.Based on the integrated technology acceptance and use model,flow experience theory,and perceived risk theory,combined with the interactive video features of bilibili,three variables are added,namely perceived personalization,perceived interactivity,and perceived entertainment to build the influencing factor model of users’ willingness to continue using interactive video of bilibili.In this study,questionnaire survey and interview were used to survey and interview the interactive video users of bilibili.A total of 394 valid questionnaires were collected and 10 interactive video users of bilibili were interviewed.According to the results of empirical analysis,perceived personalization,perceived interactivity,perceived entertainment,effort expectation and flow experience have a direct positive impact on continuous intention to use,perceived risk has a direct negative impact on continuous intention to use.Perceived personalization,perceived entertainment,effort expectation,and social influence have a positive effect on flow experience.Flow experience plays a partial mediating role between the perceived personalization,the perceived entertainment,the effort expectation and the intention to continue using,and a complete mediating role between the social influence and the intention to continue using.There are no significant differences among users of different gender,age and occupation in all variables.Users with different levels of education have significant differences in effort expectations.Based on the empirical analysis results,this study puts forward the following suggestions on how to improve the continuous use intention of users of interactive video on bilibili: strengthen content construction to highlight the features of interactive video;optimize interface interaction design to improve user experience;increase the promotion efforts to promote rift propagation;improve the privacy protection mechanism to reduce users’ risk perception;technology enables an immersive experience.