SHS Web Conf.
Volume 145, 20222022 3rd International Conference on Advanced Education and Management Engineering (AEME2022)
|Number of page(s)||7|
|Published online||29 August 2022|
Research on the influencing factors of excessive behavior of Bilibili video platform
Jianghan University, 430056 Wuhan, China
* Corresponding author: email@example.com
Bilibili is a cultural community and video platform for China’s younger generation that is highly aggregated. Currently, the excessive use of Bilibili is becoming increasingly serious. Based on social cognition theory and uses and satisfactions theory, this study adopts questionnaire survey to explore the influencing factors of Bilibili users’ overuse behavior. Correlation analysis and binary logistic regression analysis were conducted on 305 valid questionnaires collected through the online platform to verify the research hypotheses. The results show that entertainment motivation, learning motivation, social need, stress relief, sense of belonging, and peer influence, have significant positive effects on Bilibili users’ overuse behavior. Finally, this study proposes three recommendations to guide people to use Bilibili platform more scientifically and appropriately, including the platform should take the responsibility of necessary warning and constraints, guiding users to correctly understand excessive behavior and strengthen personal media literacy.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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