Determinants of Behavioral Intention and Use Behavior of the Tencent Meeting Platform among Art Design and Animation College Students in Chengdu, China
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Purpose: This paper investigated the factors influencing art design students’ behavioral intention and use behavior towards Tencent meeting online platforms at a private university in Chengdu, China. Employing a quantitative survey methodology, incorporating seven key variables: perceived ease of use, perceived usefulness, attitude toward use, social influence, trust, behavioral intention, and use behavior in order to determine how these determinants affected target art design and animation college students' behavioral intention and use behavior. Research Design, Data, and Research Methodology: A multistage sampling method was implemented to distribute questionnaires among 500 undergraduate students from the art design and animation college at the target university, and 458 valid data were assessed. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were utilized to assess the causal relationships between the variables under study. Result: The statistical analysis showed that all of the hypotheses were valid, where behavioral intention significantly and directly affected use behavior. Conclusions: To fulfill the research objectives, each hypothesis underwent testing. It is advised that managers in the university education sector examine the present online learning platforms to enhance the learning behavioral intention and use behavior of art design students.
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