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

Bilibili is a cultural community and video platform for China’s younger generation that highly aggregated. Currently, the excessive use of becoming increasingly serious. Based on social cognition theory uses satisfactions theory, this study adopts questionnaire survey to explore influencing factors users’ overuse behavior. Correlation analysis binary logistic regression were conducted 305 valid questionnaires collected through online verify research hypotheses. The results show entertainment motivation, learning need, stress relief, sense belonging, peer influence, have significant positive effects Finally, proposes three recommendations guide people more scientifically appropriately, including should take responsibility necessary warning constraints, guiding users correctly understand behavior strengthen personal media literacy.