Research on the influencing factors of excessive behavior of Bilibili video platform

Abstract

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.