Research Report on Factors Influencing Bilibili Video Viewing Intention

In the context of increasingly fierce competition on video platforms, exploring the influencing factors of audience viewing willingness is crucial for creators to attract traffic. This study takes Bilibili as the research object, constructs a SOR model, introduces independent variables such as video theme, content attractiveness, and likes, and uses perceived usefulness, informational social influence, and presence as intermediate variables to explore their impact mechanism on viewing intention. Mainly collect data through questionnaire surveys and conduct simple analysis. Research has found that theme attractiveness, content interest, and other factors have a significant positive impact on perceived usefulness, while views and likes have a significant impact on the informational society. Sound and image quality, appearance, and other factors have a significant impact on the sense of presence, and all three intermediate variables significantly affect viewing intention. This study provides practical suggestions for video creators to enhance their viewing willingness and analyzes the uniqueness of the Bilibili platform in the video industry.