OTT Bilibili 이용자 1인 미디어 지속 구독 의도에 미치는 영향요인 연구

Abstract

This study deals with the ETAM model to explore the factors and processes that affect Bilibili users" intention to continuously subscribe to personal media. After conducting a survey of Chinese Bilibili users, the research team conducted data analysis using the structural equation methodology. According to the results of the study, users" continuous subscription intention for one-person media is influenced by four factors: operator properties, platform interactivity, user perception, and user satisfaction, while word of mouth has no significant effect on users" continuous subscription intention. In addition, the impact model path of this study showed that platform interactivity and user satisfaction play an important connecting role in the process of influencing the user"s continuous subscription intention. In the era of one-person media, one-person media operators must pay attention to the platform"s interactive experience and user satisfaction in order to gain users" continuous subscription. This study is expected to provide practical implications for the development of one-person media.