Social Media Usage as a Moderator between User Satisfaction and Continuance Intention:  Evidence from Generation Z on the Bilibili Platform

Yan Lin; Nititorn  Ounpipat

Authors

Yan Lin Suan Sunandha Rajabhat University, Thailand
Nititorn Ounpipat Suan Sunandha Rajabhat University, Thailand

Abstract

As the digital economy continues to flourish, video platforms have become central to Generation Z’s information acquisition, social connection, and entertainment experiences. Consequently, retaining users has become increasingly important. Drawing on Expectation Confirmation Theory and Community Participation Theory, this study develops a dual-core model that positions social media usage as a moderator between user satisfaction and continuance intention. Focusing on Bilibili users in Guangdong Province, the study collected 510 valid online survey responses through random sampling and employed structural equation modeling to examine the proposed hypotheses. The results indicate that user satisfaction significantly predicts continuance intention, and that social media usage strengthens this relationship (R² = 67.2%). The findings further reveal a danmu-driven “satisfaction–usage–continuance” mechanism. This research contributes to the literature on digital behavior and offers practical implications for platform management—including optimizing danmu features and incentivizing user participation—as well as guidance for enhancing Generation Z’s digital literacy.

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