Predicting Factors of Undergraduate Art Students’ Behavioral Intention to Use Online Education in Chengdu, China
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Purpose: This study aims to explore the factors affecting online education behavior intention of fine arts students in three target universities in Chengdu, China. The conceptual framework proposes a causal relationship between perceived usefulness, perceived ease of use, attitude, facilitation condition, social impact, effort expectation, and behavioral intention. Research design, data, and methodology: The researchers used quantitative assessment techniques to conduct a statistical survey of 500 samples and identified undergraduate students at three target universities in Chengdu. The quantitative approach is used to distribute questionnaire to obtain survey data. The sampling techniques are purposive, quota, and convenience sampling. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used for quantitative analysis, including model goodness of fit, correlation validity, and reliability test of each component. Results: Most variables had a significant effect on related latent variables, except that social influence had no significant effect on behavioral intention. In addition, perceived usefulness had the greatest effect on behavioral intention. Conclusions: Seven hypotheses were proved to achieve the research objectives. Therefore, the suggestion is to promote these aspects in the whole online education process to improve the online education behavior intention of fine arts students in Chengdu's target university.
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