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Determinants of Undergraduates Satisfaction and Continued Use of Short Video Platforms for Learning in Chengdu, China |
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| รหัสดีโอไอ | |
| Creator | Xinyi Guo |
| Title | Determinants of Undergraduates Satisfaction and Continued Use of Short Video Platforms for Learning in Chengdu, China |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 140-151 |
| Keyword | Satisfaction, Informational Social Influence, Continuous Intention, Short Video Platforms, Learning Tools |
| URL Website | https://assumptionjournal.au.edu/index.php/Scholar/article/view/9061 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study applies the Technology Acceptance Model (TAM) and Flow Theory to examine key factors influencing science students in Chengdu to use short videos for learning. Research design, data and methodology: This study employed a quantitative approach (n=500) through a questionnaire survey of science students at Geely University, Chengdu, China. Non-probability sampling included judgmental sampling to select four primary and secondary schools, quota sampling to define the sample size, and convenience sampling for data collection both online and offline. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used to assess model fit, reliability, and construct validity. Results: Statistical analysis indicates that Informational Social Influence (ISI) has the strongest impact on Continuous Intention (CI), making it a key driver of short video platform adoption for learning. Satisfaction (SA) acts as an intermediary, influencing CI, while Perceived Usefulness (PU), Perceived Enjoyment (PE), Product Novelty (PN), and Privacy Protection Behavior (PPB) significantly impact SA. Conclusions: To enhance satisfaction and sustained use of short videos for learning, program operators and content creators should focus on improving content quality and interactivity, incorporating gamification, regularly updating content, ensuring privacy security, and leveraging social acceptance and community engagement to build trust. |
