Continuance Intention to Use Bilibili for Online Learning: An Integrated Structural Equation Model

Bilibili, a popular video-sharing and danmaku-themed platform, has played a crucial role in online learning. However, limited research has been conducted to examine the factors that influence its users' continuance intention. Thus, this study proposes an integrated model of technology acceptance model, expectation-confirmation model, and task-technology fit based on the data collected from 265 Chinese participants. The model also includes content richness and a newly introduced variable, danmaku interface, to fill the research gap. The results show that 1) content richness has no positive influence on satisfaction and perceived usefulness, 2) danmaku interface significantly and positively influences satisfaction at the significant 0.05 level but has no positive effect on perceived usefulness, 3) task-technology fit positively and significantly predicts perceived ease of use and perceived usefulness at the significant 0.05 level, and 4) the other hypotheses within TAM and ECM are well accepted. The features and educational functions of Bilibili could be further explored in the future.