Research on Influencing Factors of Continuance Usage Intention to "Study with Me" Live Streaming
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“Study with Me” live streaming, as an innovative mode for self-directed learning, is the inevitable outcome of the development of live content refinement, particularly popular with young people. Bilibili is the most important study live streaming website platform in China, with the largest number of young users and intrinsic community attributes. This study seeks to investigate how to construct and validate a model of influencing factors of continuance usage intention to "Study with Me" live streaming, a late-model of information system, based on theories of UGT, social presence, immediacy, and context. The study is to understand 1) the factors significantly impact on continuance usage intention to study live streaming, 2) the degree of influence of the factors, and 3) how to promote users' continuance usage intention. For the purposes online survey and observation were created. The survey was administered to 250 college students and graduates, who all used study live streaming more than one month. The observation was conducted in three popular live streaming study rooms on Bilibili. The results from the study displayed that 1) social immediacy, technological immediacy, and context adaptability all positively impact on social presence, 2) social presence has a significant impact on the satisfaction of accompanied learning needs and continuance usage intention, 3) the satisfaction of accompanied learning needs also directly impacts on users' continuance usage intention.
Abstract
“Study with Me” live streaming, as an innovative mode for self-directed learning, is the inevitable outcome of the development of live content refinement, particularly popular with young people. Bilibili is the most important study live streaming website platform in China, with the largest number of young users and intrinsic community attributes. This study seeks to investigate how to construct and validate a model of influencing factors of continuance usage intention to "Study with Me" live streaming, a late-model of information system, based on theories of UGT, social presence, immediacy, and context. The study is to understand 1) the factors significantly impact on continuance usage intention to study live streaming, 2) the degree of influence of the factors, and 3) how to promote users' continuance usage intention. For the purposes online survey and observation were created. The survey was administered to 250 college students and graduates, who all used study live streaming more than one month. The observation was conducted in three popular live streaming study rooms on Bilibili. The results from the study displayed that 1) social immediacy, technological immediacy, and context adaptability all positively impact on social presence, 2) social presence has a significant impact on the satisfaction of accompanied learning needs and continuance usage intention, 3) the satisfaction of accompanied learning needs also directly impacts on users' continuance usage intention.
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