Abstract: 【Purpose/significance】Users’interactive continuous learning behavior based on online video is of great significance for the
value maximization of online video learning resources and the development of education informatization. The exploration of its influ?
encing factors and mechanism helps to increase user stickiness and promote the construction of a good online learning ecosystem.
【Method/process】186,038 Danmaku data from interactive learning videos on Bilibili were collected and taken as raw data to extract
concepts and categories using the qualitative research methods of grounded theory, and then to build the theoretical model of influenc? ing factors.【Result/conclusion】It is found that individual factors, curriculum factors and teacher factors affect user satisfaction through influencing user interaction behavior factors, and further affect users’interactive continuous learning behavior. In addition, users’in? dividual characteristics adjust the influence of user interaction behavior factors on user satisfaction, and the teacher’s teaching style directly affect user’s interactive continuous learning behavior.【Innovation/limitation】This paper adopts grounded theory and uses Dan? maku data as the raw material to construct the model of influencing factors of users’interactive continuous learning behavior based on online video. However, the quantitative analysis of the influencing factors still needs to be validated in subsequent studies. It is also possible to extend the findings of this study by analyzing and comparing with other types of online video learning resources.