Exploring the Factors Influencing Junior College Students' Satisfaction and Loyalty on Short Video Social Media Platforms in Chengdu, China
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Abstract
Purpose: This article aimed to research the critical factors impacting junior college students’ satisfaction and loyalty to using short video social media platforms in Chengdu, China. The conceptual framework presented cause-and-effect relationships between perceived ease of use, perceived usefulness, utilitarian value, hedonic value, service quality, user satisfaction, and user loyalty. Research design, data, and methodology: The researcher adopted a quantitative technique (n=500) to administer the questionnaire to Junior students in Chengdu, China. Non-probability sampling included judgmental sampling to select the Sichuan Vocational and Technical College of Communications, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online and offline. The researcher used structural equation modeling and confirmatory factor analysis to conduct the data analysis, including model fit, reliability, and construct validity. Results: The results showed that utilitarian value and hedonic value significantly affected user satisfaction and user satisfaction as an intermediate variable to influence user loyalty. Perceived ease of use and perceived usefulness also significantly affected user satisfaction. Service quality had no significant effect on user satisfaction. Conclusions. This study suggested that platform operators can boost user satisfaction and loyalty by moderating utilitarian value, hedonic value, perceived usefulness, and ease of use. Educators can also use the relevant findings to select short-video social media platform resources to enhance teaching quality.
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