Abstract
Bilibili is a widely popular video-sharing application in China. This study aims to develop a comprehensive model to investigate the behavior of Chinese English learners on Bilibili, based on the theory of planned behavior, technology acceptance model, past experience, and past behavior. Fifteen hypotheses were proposed and tested using smart partial least squares (smart PLS) with data collected from 223 participants. The findings revealed that learners' past experience and behavior influenced their subjective norms and perceived behavioral control of learning English in Bilibili. Perceived ease of use was found to be influenced by perceived usefulness. Subjective norms, perceived behavioral control, and perceived usefulness were identified as significant factors influencing learners' intention. However, attitude did not significantly influence intention. Furthermore, behavioral intention significantly impacted learners' actual behavior but perceived behavioral control did not. Future research could focus on refining the combination model in the online learning domain.
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