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Exploring the Significant Drivers of Chinese Art Students Satisfaction, Loyalty and Learning Performance in Chongqing, China |
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| รหัสดีโอไอ | |
| Creator | Lusha Li |
| Title | Exploring the Significant Drivers of Chinese Art Students Satisfaction, Loyalty and Learning Performance in Chongqing, China |
| Publisher | Assumption University Press |
| Publication Year | 2567 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 16 |
| Journal No. | 1 |
| Page no. | 22-31 |
| Keyword | Online Learning, Image, Satisfaction, Loyalty, Learning Performance |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7279 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study investigates the influence of students๏ฟฝ satisfaction, loyalty and learning performance using Tencent Conferences online learning in Chongqing, China. The key variables are developed to construct a conceptual framework, including service quality, perceived usefulness, perceived ease of use, image, satisfaction, loyalty, and learning performance. Research design, data, and methodology: This study applied a quantitative method to distribute online questionnaires to 500 students at a university in Chongqing. The Item-Objective Congruence (IOC) and pilot test (n=30) of Cronbach๏ฟฝs Alpha confirmed the validity and reliability. The researcher employs judgmental, stratified random, and convenience sampling techniques to collect the data. The data were analyzed by Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to apply the model๏ฟฝs goodness of fit and test the hypotheses. Results: All hypotheses were proven to be supported in this study. Service quality, perceived usefulness, perceived ease of use, and image can determine student satisfaction. Student satisfaction and image significantly influence student loyalty. Furthermore, student satisfaction has the strongest influence on student loyalty. Conclusions: This study contributes to educators and academic institutions in order to initiate effective online learning and promote the significant elements that can enhance student๏ฟฝs learning performance. |
