Research on the Development Status and Optimization Measures of Bilibili Business Model Based on the Analysis of User Behavior Characteristics

Abstract

As a fast-growing medium in China, Bilibili contains plenty of original user content and diverse communities. Its audience is mainly teenagers, which is highly productive in the era of big data. How Bilibili combines the Danmu mechanism, membership mechanism, and community culture with user behavior characteristics is a major issue to be explored. By combining the TAM and APEC models, this paper will first collect and analyze data through questionnaires to study the impact of users’ age, gender, identity, and preferences on their experience of using Bilibili and their preferences for Bilibili features. Secondly, this paper will analyze the differences in user experience between users with different characteristics in terms of interaction, functions, and contents of the Bilibili website to summarize the best user experience features for different users. Further, this analysis leads to the conclusion that the strategies Bilibili needs to improve users’ experience based on interaction, functions, and content.