A Study on the Influencing Factors of College Students’ Continual Use Intention of New Social Learning Platform: —Take Bilibili Barrage Network as an Example

With the development of network information technology, more and more UGC websites have appeared. Bilibili Barrage Network, a new social learning website, provides a brand new learning platform for people. This study used questionnaire survey and other research methods, proposed research hypotheses and built a theoretical model based on the TAM model to investigate the continuous use intentions of college students on the Bilibili Barrage Network, and put forward relevant improvement suggestions. Using SPSS to analyze the collected 224 answer sheets, the study has found that 9 of the 10 research hypotheses proposed in this paper are true, that is there are four positive effect: users' continual use intention of the Bilibili Barrage Network knowledge area is positively affected by subjective norms, attitude and perceived usefulness. User attitude is positively affected by perceived usefulness and perceived ease of use. Perceived usefulness is positively affected by perceived ease of use and social pleasure. Perceived ease of use is positively affected by social interaction and social pleasure.