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Factors Influencing University Studentsโ Attitude and Behavioral Intention Towards Online Learning Platform in Chengdu;China |
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| รหัสดีโอไอ | |
| Creator | Li Gao |
| Title | 1. Factors Influencing University Studentsโ Attitude and Behavioral Intention Towards Online Learning Platform in Chengdu 2. China |
| Contributor | Kitti Phothikitti, Rawin Vongurai, Siriwan Kitcharoen |
| Publisher | Graduate School of Business and Advanced Technology Management Assumption University Thailand |
| Publication Year | 2565 |
| Journal Title | ABAC ODI Journal Vision. Action. Outcome |
| Journal Vol. | 9 |
| Journal No. | 2 |
| Page no. | 21-37 |
| Keyword | attitude, behavioral intention, online learning platform, university students, China |
| URL Website | http://www.assumptionjournal.au.edu/index.php/odijournal |
| Website title | ABAC ODI Journal Vision. Action.Outcome |
| ISSN | 2408-2058 |
| Abstract | This research aims to determine the factors influencing university studentsโ attitudes and behavioral intention towards online learning platforms in Chengdu; China. The conceptual framework has been adopted from the theoretical studies and research models of the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). A sample of 450 respondents was collected from online questionnaires using the multi-stage sampling technique of probability and non-probability sampling method for quantitative research to reach target respondents of experienced university students. The collected data were analyzed using the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to confirm the model fit and hypothesis testing. The results revealed that social influence was the most influential factor in behavioral intention; followed by attitude. The statistical finding shows no significant influence of facilitating conditions on behavioral intention. In addition; the antecedent of attitude was perceived usefulness. Therefore; the management of universities; lecturers; and marketing partitioners should emphasize building positive direct experience and ensuring benefits from using online learning platforms to formulate favorable attitudes; recommend to other peers; and encourage the usage behavioral intention for university students. |
