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Factors Influencing Behavior Intentions of Junior Students to Use Chinese Animation and Comics Platforms in Chengdu, China |
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| รหัสดีโอไอ | |
| Creator | Qin Jie |
| Title | Factors Influencing Behavior Intentions of Junior Students to Use Chinese Animation and Comics Platforms in Chengdu, China |
| Publisher | Assumption University Press |
| Publication Year | 2566 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | 10-18 |
| Keyword | Satisfaction, Performance, Behavioral Intention, Animation And Comics Platforms, China |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/7233/3910 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: This study aims to examine the behavioral intentions of junior students to use Chinese animation and comics platforms in Chengdu, China. The research model consists of perceived ease of use, perceived usefulness, attitude, trust, satisfaction, performance, and behavioral intention. Research design, data, and methodology: This quantitative research was distributed by questionnaire to 500 junior students in three representative universities. The sampling techniques are purposive, stratified random, and convenience sampling. The content validity was carried out by the index of item-objective congruence (IOC) and to examine a pilot test (n=30) by Cronbach alpha coefficient reliability test. Furthermore, confirmatory factor analysis (CFA) and structural equation modeling (SEM) was conducted to produce results. Results: All nine hypotheses are supported by research hypotheses and testing results. Perceived ease of use significantly impacts perceived usefulness and attitude. Perceived usefulness significantly impacts attitude and behavioral intention. Behavioral intention is impacted by attitude and satisfaction. Additionally, satisfaction is significantly related to trust and performance. Finally, trust also has a significant impact on perceived ease of use. Conclusions: The findings can be used as a reference for future research. In addition, application developers can effectively promote the deep integration of art and technology to enhance the artistic appeal of animation. |
