EDITORIAL

Abstract

The AU-GSB e-Journal is a semiannually international journal publishing the finest peer-reviewed social science articles across the entire spectrum of academic fields. The AU-GSB e-Journal has been indexed in TCI – Thai Journal Citation Index Centre (Tired 1).

This issue covers twenty-five articles. The first article, titled "Impact of University Management Practices on Lecturer Work-life Balance and Well-being in Zhanjiang, China," examines how management systems and organizational factors — including perceived supervisor support, procedural justice, distributive justice, interpersonal justice, and internal service quality — influence lecturers' well-being and work-life balance.

The second article, titled "Determinants of Undergraduates' Behavioral Intention Toward Online Learning: A Case Study in Sichuan, China," explores key factors shaping students' intentions to adopt online learning, including perceived ease of use, perceived enjoyment, technology anxiety, compatibility, perceived usefulness, and social influence, with social influence emerging as a major driver.

The third article, titled "Determinants of Student Satisfaction in Higher Vocational Education: A Case Study of a College in Zhejiang Province, China," identifies perceived value, university image, and student engagement as key contributors to satisfaction among vocational college students in Zhejiang Province.

The fourth article, titled "Determinants of University Students' Perceived Usefulness and Behavioral Intentions toward Online Learning Applications in Chengdu, China," investigates factors influencing perceived usefulness and behavioral intention toward online learning applications, examining perceived ease of use, effort expectations, performance expectations, convenience conditions, and social influence among college students in Chengdu.

The fifth article, titled "Exploring the Impact of XR Applications on Tourist Experience and Continued Use Intentions at the Zigong Lantern Festival, China," analyzes how XR technologies — including perceived usefulness, perceived ease of use, perceived enjoyment, aesthetics, attitude, and subjective norms — affect tourist experience and continuance intention at the Zigong Lantern Festival.

The sixth article, titled "Factors Influencing Postgraduate Students' Satisfaction and Intention to Use E-Books: A Study at Sichuan University, China," investigates how task-technology fit, system quality, service quality, information quality, and attitude to use affect postgraduate students' satisfaction with and intention to use electronic books at Sichuan University.

The seventh article, titled "Exploring the Drivers of Teacher Job Satisfaction: A Case Study of a Private High School in Kunming, China," examines the influence of principal leadership, teacher self-efficacy, work stress, teacher autonomy, and teacher empowerment on job satisfaction among teachers at a private high school in Kunming, Yunnan.

The eighth article, titled "Determinants of Junior College Students' Satisfaction and Intentions to Adopt Artificial Intelligence in Chengdu, China," explores the critical factors — including informational support, emotional support, perceived ease of use, and perceived usefulness — that affect junior college students' satisfaction with and intention to use artificial intelligence tools in Chengdu.

The ninth article, titled "Landscaping Students' Academic Performance in Vocational Education: A Case Study of a Public Physical Education College in Yunnan, China," examines how student satisfaction, social media use, learning motivation, and human factors (skills and knowledge) affect the academic performance of physical education students at a vocational college in Yunnan.

The tenth article, titled "Factors Affecting Graduate Students' Cognitive Attitude and Purchase Intentions Toward Live-Stream Shopping: A Study in Mianyang, China," explores the influence of customer engagement, professionalism, interaction, price discounts, cognitive trust, perceived risk, and perceived satisfaction on undergraduate students' purchase intentions in live-stream shopping contexts in Mianyang, Sichuan.

The eleventh article, titled "Factors Influencing User Satisfaction and Repurchase Intention on Jingdong's Cross-Border E-Commerce Platform: A Study of Users in Heilongjiang, China," evaluates how system quality, information quality, service quality, perceived quality, and popularity affect user satisfaction and repurchase intention on the Jingdong (JD.com) e-commerce platform among consumers in Heilongjiang.

The twelfth article, titled "An Analysis of Factors Influencing Audience Satisfaction in Vocal Music Performances: A Case Study of Chengdu City Concert Hall," investigates how perceived benefits, sense of goal achievement, customer perceived value, and experience quality affect audience satisfaction at the Chengdu City Concert Hall, finding that perceived benefit and experience quality are the most significant drivers.

The thirteenth article, titled "Analyzing Student Satisfaction with Synchronous E-Learning on Robotic Process Automation Application for Finance in Guangdong, China," examines how course design quality, instructor attributes, interactive attributes, perceived usefulness, and perceived ease of use contribute to student satisfaction with synchronous e-learning for RPA finance courses in Guangdong.

The fourteenth article, titled "Key Drivers of Satisfaction, Perceived Usefulness, and Adoption of Flipped Classrooms at a Private University in China," investigates the key determinants — including learning outcomes, cognitive engagement, social influence, and perceived enjoyment — that affect students' satisfaction, perceived usefulness, and intention to use flipped classrooms at a private university in Zhanjiang.

The fifteenth article, titled "Developing Higher Vocational College Students' English Academic Performance in Blended Learning in Henan, China," establishes connections between study engagement, psychological capital, motivation, and academic performance among students at a higher vocational college in Henan using a blended learning model, finding that psychological capital and both intrinsic and extrinsic motivation significantly impact performance.

The sixteenth article, titled "Study on the Factors Influencing the Usage Behavior of International Education Cloud Platform in China," investigates factors affecting the actual usage of International Education Cloud Platforms (IECPs) across ten higher vocational and technical education institutions in various regions of China, confirming that quality-related factors are key predictors of platform adoption.

The seventeenth article, titled "Drivers of Satisfaction and Commitment in MOOC Learning: Insights from College Undergraduates in Sichuan, China," examines how perceived usefulness, confirmation, learning engagement, performance expectancy, and facilitating conditions drive satisfaction and behavioral intention toward Massive Open Online Course (MOOC) learning among undergraduates at Xihua University in Sichuan.

The eighteenth article, titled "Understanding High-Income Consumers' Purchase Intentions for Precious Jewelry in Urban Myanmar: A Study of Yangon, Mandalay, and Naypyitaw," examines how materialism, attitude, purchase motivation, perceived experiential value, and perceived functional value influence jewelry purchase intentions, finding that materialism and functional value are the primary drivers among high-income consumers in Myanmar.

The nineteenth article, titled "Assessing Graduate Student Satisfaction with E-Learning: A Case Study of Sichuan Conservatory of Music," identifies information quality, perceived usefulness, and service quality as the most significant determinants of graduate student satisfaction with the e-learning system at Sichuan Conservatory of Music, grounded in Expectation Confirmation Theory and the DeLone and McLean Information System Success Model.

The twentieth article, titled "An Analysis of Factors Influencing the Behavioral Intention to Use AI-Based Social Media Among Computer Science Undergraduates in Sichuan, China," investigates how perceived ease of use, perceived usefulness, attitude, social influence, information quality, and facilitating conditions affect the behavioral intention of computer science undergraduates toward AI-based social media, finding that convenience, social influence, and information quality exhibit the strongest direct effects.

The twenty-first article, titled "Understanding College Students' Entrepreneurial Intention: A Case Study of Shanxi University of Finance and Economics," proposes a model in which entrepreneurship education, need for achievement, perceived behavioral control, entrepreneurial self-efficacy, and emotional competence predict entrepreneurial intention among students, finding that perceived behavioral control has the strongest effect and that a 16-week intervention design significantly enhanced all constructs.

The twenty-second article, titled "Student Satisfaction and Continuance Intention toward Short Video Applications: An Empirical Study from Chengdu," examines how perceived usefulness, perceived enjoyment, perceived ease of use, new product novelty, and platform-based trust influence humanities students' satisfaction with and continuance intention to use short video applications, finding that new product novelty and perceived enjoyment are the strongest drivers of satisfaction.

The twenty-third article, titled "The Communication Model for Promoting the Low-Carbon Society Concept in the Restaurant Business for Sustainability in Surat Thani Province," employs a mixed-methods approach to examine how restaurant entrepreneurs in Surat Thani Province communicate low-carbon practices and how consumers perceive these efforts, proposing an integrated communication model that combines online and offline strategies to promote environmental responsibility in the restaurant sector.

The twenty-fourth article, titled "Factors Influencing Construction Workers' Unsafe Behavior: Evidence from Guangdong, China," investigates how safety climate, behavioral attitude, and risk perception affect unsafe behavior intentions and actual unsafe behavior on construction sites in Guangdong Province, China, finding that all three factors significantly predict unsafe behavior intention and that a positive safety climate directly reduces unsafe behavior.

The twenty-fifth article, titled "Factors Affecting Engagement and Purchase Intention among Chinese Gamers: A Case Study of Leading Massively Multiplayer Online Role-Playing Games," examines the relationships among social ties, social identity, user engagement, enjoyment value, dedication, and vigor on purchase intention among Chinese MMORPG players, finding that dedication is the strongest predictor of purchase intention, followed by vigor and enjoyment value, with all six hypotheses supported.