THE IMPACT OF INFORMATION QUALITY ON THE CONTINUANCE INTENTION OF BILIBILI USERS IN GUANGDONG, CHINA: THE MEDIATING ROLE OF SATISFACTION

Abstract

This study examines the impact of information quality on the continuance intention of Bilibili users in Guangdong, China, with satisfaction as a mediating variable. A questionnaire survey was conducted among 520 Generation Z users selected via multi-stage convenience sampling, yielding 510 valid responses. The collected data were analyzed using structural equation modeling (SEM). The findings reveal that information quality has a significant positive effect on both satisfaction (β = 0.725, p < 0.001) and continuance intention (β = 0.694, p < 0.001), and satisfaction (β = 0.253, p < 0.001) partially mediates this relationship, accounting for 32.51% of the total effect. Based on these results, the study offers strategic recommendations to enhance user satisfaction and strengthen users' continuance intention toward the platform.