AU-GSB e-JOURNAL

EDITORIAL

2026-03-24T06:05:36+00:00

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.

Impact of University Management Practices on Lecturer Work-life Balance and Well-being in Zhanjiang, China

2024-11-23T13:06:20+00:00

Purpose: This study aimed to investigate the key factors of the University Management System that affect the well-being and work-life balance of lecturers in Zhanjiang, China. The conceptual framework provided cause-and-effect correlations between perceived supervisor support (PSS), work-life balance (WLB), procedural justice (PJ), distribution justice (DJ), interpersonal justice (IJ), internal service quality (ISQ), and employee well-being (EWB). Research design, data, and methodology: Firstly, the researcher developed a theoretical framework and offered related hypotheses based on earlier research findings. Secondly, following the pilot test to meet the criteria, the researcher used a questionnaire to gather opinions from 500 university lecturers regarding the hypothesis project to confirm and assess the theoretical framework. Ultimately, statistical methods were applied to construct the structural equation model, and the theoretical model was tested. Results: The results show that in university management, the independent variable perceived supervisor support (PSS) has a significant impact on the intermediate variable work-life balance, and the work-life balance, procedural justice, distributive justice, interpersonal justice, and internal service quality also have a significant impact on the well-being of lecturers. Work-life balance greatly impacted lecturers' happiness, followed by distributive justice. Conclusions: The research proposed that to enhance the impact of higher education in Zhanjiang, China, system designers, and programmed operators should reinvent the University Management System regarding the aspects that influence lecturers' work-life balance and well-being.

Determinants of Undergraduates’ Behavioral Intention Toward Online Learning: A Case Study in Sichuan, China

2024-12-30T04:48:51+00:00

Purpose: This paper aims to analyze the factors affecting the behavioral intentions of undergraduate students in Sichuan, China, towards adopting online learning. The study examined several key constructs to determine their impact on students’ intentions to engage in online learning at universities in Sichuan. These constructs included Perceived Ease of Use (PEU), Perceived Enjoyment (PE), Technology Anxiety (TA), Compatibility (CP), Perceived Usefulness (PU), Social Influence (SI), and Behavioral Intention (BI). Research design, data, and methodology: Each factor was assessed to understand its significance in shaping students’ online learning behavior. The researchers employed a questionnaire survey method and selected 500 participants from three target universities to distribute the quantitative questionnaire. A multistage sampling strategy was utilized in this survey to gather data from the respondents. Results: The data underwent rigorous analysis through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), methodologies that confirmed all hypotheses and effectively accomplished the study’s objectives. Among the various elements assessed, social influence was identified as the most significant direct determinant of behavioral intentions. Conclusions: University administrators and educators should consider the critical factors influencing online learning behaviors and make appropriate optimizations and adjustments accordingly to enhance students' acceptance of online education and effectively improve their capabilities through this learning mode.

Determinants of Student Satisfaction in Higher Vocational Education: A Case Study of a College in Zhejiang Province, China

2024-12-30T03:04:59+00:00

Purpose: This study explores factors influencing student satisfaction at a vocational college in Zhejiang, China, to develop strategies for improvement. Research design, data, and methodology: The research employed three phases: analyzing the current situation, designing a strategic plan, and evaluating the expected outcomes. A mixed-methods approach included a pilot test with 30 participants and an Index of Item-Objective Congruence (IOC) validity check by three experts. Data from 120 valid survey responses were analyzed using Multiple Linear Regression (MLR). Additionally, interviews with 30 students, three teachers, and two administrators provided qualitative insights. After presenting the strategic plan, the same group of students re-evaluated it via a follow-up questionnaire. Results: MLR analysis showed significant influences of perceived value, university image, and student engagement on satisfaction, while teacher support and service quality were non-significant but still prioritized. Paired sample t-tests indicated significant improvements in all variables post-strategic plan implementation. Conclusions: The strategic plan effectively enhanced student satisfaction, with further improvements anticipated upon full execution. These outcomes are expected to bolster the college’s reputation, competitiveness, and ability to attract new students.

Determinants of University Students' Perceived Usefulness and Behavioral Intentions toward Online Learning Applications in Chengdu, China

2024-12-30T04:47:47+00:00

Purpose: This study explores the factors influencing perceived usefulness and behavioral intention among college students in Chengdu, China when using online learning applications. The conceptual framework proposes the causal relationship between perceived ease of use, perceived usefulness, effort expectations, performance expectations, convenience conditions, social influence, and behavioral intentions. Research Design, Data, and Methods: The researchers used quantitative methods (n=500) to distribute questionnaires to students from four universities in Chengdu as the target population. They are adopting multi-stage sampling methods, including purposive, stratified random, and convenience sampling. They conducted data analysis through confirmatory factor analysis (CFA) and structural equation modeling (SEM), including evaluating the effectiveness of the measurement model and testing causal relationships between variables. Result: While the relationship between perceived usefulness and behavioral intention was not fully supported, the other six hypotheses—perceived ease of use on perceived usefulness, perceived ease of use on behavioral intention, effort expectation on behavioral intention, performance expectation on behavioral intention, convenience condition on behavioral intention, and social influence on behavioral intention—were supported. Conclusion: Relevant recommendations for educators, school administrators, and app developers were made while noting that there were sample limitations to the study and that the sample could be expanded to include a wider range of samples and stages of education to be studied.

Exploring the Impact of XR Applications on Tourist Experience and Continued Use Intentions at the Zigong Lantern Festival, China

2025-01-22T13:51:45+00:00

Purpose: This research explores the primary factors influencing tourists' intention to continue using XR applications at the Zigong Lantern Festival in China. Research design, data, and methodology: The research examines seven latent variables: Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Aesthetics, Attitude, Subjective Norm, and Continuance Intention, and explores the relationships between them to determine whether these constructs affect tourists' continuance usage intention of XR applications. A quantitative exploratory approach was adopted, and 500 valid samples were collected through electronic and paper questionnaires distributed via the Wenjuanxing platform, QQ groups, WeChat groups, and on-site surveys to tourists from various locations. A multistage sampling method was employed in this study. Results: Data analysis was conducted through Confirmatory Factor Analysis and Structural Equation Modeling, validating all the proposed hypotheses. Among these, attitude had the most significant direct influence on continuance intention, closely followed by subjective norms. To enhance tourists' willingness to use XR applications at the Zigong Lantern Festival continuously, operators and developers should pay close attention to the factors that significantly influence continuance intention. Conclusions: The findings suggest to refine the business strategies, design concepts, and development content to meet the needs of tourists, thereby bringing greater economic and social value to the Zigong Lantern Festival.

Factors Influencing Postgraduate Students’ Satisfaction and Intention to Use E-Books: A Study at Sichuan University, China

2025-01-22T13:06:45+00:00

Purpose: This article aimed to research the critical factors impacting postgraduate students’ user satisfaction and intention to use electronic books (e-books) in Sichuan University, China. The conceptual framework presented a cause-and-effect connection between task-technology fit, system quality, service quality, information quality, attitude to use, user satisfaction, and intention to use. Research design, data, and methodology: The researcher adapted a quantitative technique (n=500) to distribute the questionnaire to postgraduate students at Sichuan University, China. Non-probability sampling included judgmental sampling to select students in Sichuan University who are from four different majors, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online. The researcher utilized structural equation modeling (SEM) and confirmatory factor analysis (CFA) to conduct the data analysis, including model fit, reliability, and construct validity. Results: The results revealed that task-technology fit, system quality, and service quality significantly affected user satisfaction. Information quality affects students’ intention to use electronic books. Attitude to use impacted considerably students’ intention to use electronic books. In addition, students’ user satisfaction also affects their intention to use electronic books. Conclusions: The statistics suggested that to increase of digital industry revenue, operators of electronic books should consider these factors when they release their products and electronic books.

Exploring the Drivers of Teacher Job Satisfaction: A Case Study of a Private High School in Kunming, China

2025-01-22T13:04:13+00:00

Purpose: The study investigates the influence of five independent variables (Principal Leadership, teacher’s self-efficacy, teacher’s work stress, teacher autonomy, and teacher empowerment) on one dependent variable (teacher job satisfaction). Additionally, it aims to identify significant differences between variables. Research design, data, and methodology: The research employed the Index of Item-Objective Congruence (IOC) for validity and a Cronbach's Alpha in a pilot test (n=30) for reliability. Eighty valid responses from teachers at Changshui Experimental High School (CEHS) in Kunming, Yunnan, were analyzed by multiple linear regression to verify the significant relationship between variables. Following this, all school teachers and principals underwent a 16-week strategic plan implementation. Afterward, the quantitative results from post-IDI and pre-IDI were analyzed in the paired-sample t-test for comparison. Results: In multiple linear regression, the study revealed that Principal Leadership, teachers’ self-efficacy, teachers’ work stress, teacher autonomy, and teacher empowerment significantly impacted teachers’ job satisfaction. Finally, the results from the paired-sample t-test for comparison demonstrated a significant difference in teacher’s job satisfaction between the Expected strategic plan and the Current situation strategic plan stages. Conclusions: This research endeavors to improve teachers’ job satisfaction by changing Principal Leadership, teachers’ self-efficacy, teachers’ work stress, teacher autonomy, and teacher empowerment in Yunnan, China.

Determinants of Junior College Students’ Satisfaction and Intentions to Adopt Artificial Intelligence in Chengdu, China

2024-12-30T02:44:31+00:00

Purpose: This article aimed to research the critical factors impacting junior college students' satisfaction with and intention to use artificial intelligence in Chengdu, China. The conceptual framework presented cause-and-effect relationships between informational support, emotional support, perceived ease of use, perceived usefulness, satisfaction, attitude, and intention to use. Research design, data, and methodology: The researcher used a quantitative technique (n=500) to administer a questionnaire to junior art college students at the Sichuan University of Media and Communications in Chengdu, China. Non-probability sampling included judgmental sampling to select four art majors of Sichuan University of Media and Communications, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online and offline. The researcher carried out the data analysis, using structural equation modeling (SEM) and confirmatory factor analysis (CFA). Results: The results show that informational support, emotional support, perceived usefulness, and perceived ease of use have a significant effect on satisfaction, and satisfaction, as an intermediate variable, has a significant effect on intention to use. Also, the attitude has a significant effect on the intention to use. Conclusions: This study suggest that to increase the use of AI in higher education, continuous attention should be paid to the factors affecting student satisfaction and intention to use AI, and continuous feedback should be provided to optimize and adapt.

Landscaping Students' Academic Performance in Vocational Education – A Case Study of a Public Physical Education College in Yunnan, China

2025-02-02T03:46:01+00:00

Purpose: This study explored the effects of four independent variables (student satisfaction, social media use, learning motivation, human factors, skills, and knowledge) on one dependent variable (student academic performance). Furthermore, it also aims to identify significant differences between the variables. Research design, data, and methodology: The project objective consistency index (IOC) was used as validity, and the pilot trial (n=30) was used as reliability. Multiple linear regression analysis was performed on 90 valid responses from higher vocational college students to verify the significant relationship between the variables. Subsequently, 30 students underwent a 16-week intervention design implementation (SP). Then, paired-sample t-tests were performed to compare the post-sp and pre-sp quantification results. Results: The multiple linear regression study revealed that Students' Satisfaction, Learning Motivation, and Human Factors (skills, knowledge) significantly influenced the academic performance of PE students, while Social Media Use did not. The paired sample t-test results further demonstrated significant improvements in PE student academic performance following the 16-week intervention. These findings have practical implications for enhancing the academic performance of PE students in sports vocational colleges in Yunnan, China. Conclusions: By identifying the significant factors that influence academic performance, this research aims to provide valuable insights and strategies for improving the educational outcomes of students.

Factors Affecting Graduate Students' Cognitive Attitude and Purchase Intentions Toward Live-Stream Shopping: A Study in Mianyang, China

2025-02-02T03:37:19+00:00

Purpose: This paper aims to study the factors influencing the Live-stream Shopping Cognitive attitudes and purchase intentions of undergraduate students in Mianyang. The conceptual framework demonstrates the causal relationships between customer engagement, professionalism, interaction, price discount, cognitive trust, perceived risk, perceived satisfaction, and purchase intention. Research design, data, and methodology: The researchers employed quantitative techniques (n=500) to distribute questionnaires to undergraduate students from four majors—Biological Engineering, Architectural Engineering, Information Engineering, and Environmental Engineering—at Southwest University of Science and Technology in Mianyang Sichuan Province, China. Non-probability sampling methods were used, including judgment sampling to select the four majors, quota sampling to determine the sample size, and convenience sampling to collect data and distribute online and offline questionnaires. The researchers used Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) for data analysis, which included model fit, reliability, and construct validity. Results: The results indicate that customer engagement, professionalism, interaction, and price discounts significantly affect purchase intention. Cognitive trust and perceived risk significantly influence perceived satisfaction, which has a substantial impact on purchase intention. Conclusions: The study recommends that more employment opportunities be provided to on-campus graduate students to improve their shopping environment and stabilize their consumption. Live streaming platforms can also take special measures to address this issue.

Factors Influencing User Satisfaction and Repurchase Intention on Jindong’s Cross-Border E-Commerce Platform: A Study of Users in Heilongjiang, China

2025-01-22T13:19:10+00:00

Purpose: This research aimed to evaluate the effects of perceived ease of use, information quality, system quality, service quality, perceived quality, popularity, user satisfaction, and repurchase intention toward using and intention to examine dependent variables such as consumers' intention to repurchase online at jingdong.com in China. Research design, data, and methodology: This study was quantitative, and the researcher obtained data for analysis by distributing questionnaires to the target population. The index of Item–Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM) were methods utilized to analyze the data and test the research hypotheses proposed. Results: The study's findings revealed that independent variables, including system quality, information quality, service quality, perceived quality, popularity, and user satisfaction, had statistically significant impacts on customers online repurchase intention at Jingdong.com in China. However, demographic variables exhibited significance only through independent t-tests and analysis of variance. Conclusions: These research outcomes hold practical implications for organizations, managers, and stakeholders in Cross-border e-commerce website platforms. Additionally, insights from this study contribute to comprehending the nuances between Western and Asian cultures, aiding in developing culturally sensitive websites and targeted promotional efforts. Ultimately, the study fosters organizational growth and is a valuable resource for future researchers in this domain.

An Analysis of Factors Influencing Audience Satisfaction in Vocal Music Performances: A Case Study of Chengdu City Concert Hall

2025-01-22T13:17:56+00:00

Purpose: This study aims to explore the key factors affecting the audience satisfaction of the Chengdu City Music Hall. The conceptual framework proposes that perceived benefits, sense of goal achievement, entrepreneurial alertness, artistic creativity, customer perceived value, experience quality, personalization, and reward as independent variables may affect audience satisfaction. Research design, data, and methodology: The project-objective agreement index (IOC) was used to measure validity, and Cronbach's Alpha was used to measure reliability in a pilot test (n=30). A quantitative technique (n=110) was used to investigate the audience from the Chengdu City Concert Hall. Multiple linear regression analysis retrieved 110 valid questionnaires to verify the significant relationship between the variables. Following this, 30 viewers underwent a 16-week Intervention Design Implementation (IDI). Then, the quantitative results after and before IDI were compared by paired sample T-test. Results: Multiple linear regression analysis found that perceived benefit, sense of goal achievement, customer perceived value, and experience quality significantly affected audience satisfaction, while entrepreneurial alertness, artistic creativity, personalization, and reward had no significant effects on audience satisfaction. Finally, the comparison results of the paired sample T-test show significant differences between the post-IDI and pre-IDI stages. Conclusions: The findings are to promoting the popularization and development of music culture and enhancing citizens' cultural confidence and artistic enjoyment.

Analyzing Student Satisfaction with Synchronous E-Learning on Robotic Process Automation Application for Finance in Guangdong, China

2025-03-22T13:27:56+00:00

Purpose: This study aims to investigate student satisfaction with synchronous E-learning on robotic process automation (RPA) application for finance in Guangdong, China. Research design, data, and methodology: This study employed the Instrumental Organizational Culture (IOC) tool to assess effectiveness, with Cronbach's α coefficient used for reliability (n=30). Multiple Linear Regression (MLR) analysis was conducted on valid questionnaires from 80 students at the School of Accounting, Zhanjiang University of Science and Technology to confirm significant relationships between variables. Following this, a 16-week strategic plan involving 30 students was implemented. Quantitative data from the current and expected situations were compared using paired-sample t-tests. Results: Statistical validation confirmed the hypotheses regarding the correlation between course design quality, instructor attributes, interactive attributes, perceived usefulness, perceived ease of use, and student satisfaction. The research findings demonstrate significant changes in both current and expected variables. Conclusions: The course design quality, instructor attributes, interactive attributes, perceived usefulness, and perceived ease of use are critical factors affecting student satisfaction with synchronous E-learning on the RPA financial robot application course offered by the School of Accounting, Zhanjiang University of Science and Technology.

Key Drivers of Satisfaction, Perceived Usefulness, and Adoption of Flipped Classrooms at a Private University in China

2024-11-25T12:28:37+00:00

Purpose: The study explores the key factors influencing undergraduates' intention to use flipped classrooms at a private university in Zhanjiang, China. Variables in the proposed conceptual framework include learning outcomes, cognitive engagement, social influence, perceived enjoyment, satisfaction, perceived usefulness, and intention to use. Research design, data, and methodology: The researcher adopted a quantitative research approach (n=450), administering surveys to Zhanjiang University of Science and Technology students. Nonprobability sampling involved purposive sampling to select five secondary colleges. Stratification random sampling will be used to obtain a proportional sample size, and convenience sampling will be used to collect questionnaires via Questionnaire Star online. Following this, confirmatory factor analysis (CFA) examines the relationship between potential and observed variables and measures the validity and reliability of the scale. Afterward, the structural equation model (SEM) checks the relationship between potential variables and whether the hypotheses are valid. Results: The results revealed that learning outcomes and cognitive engagement significantly affect satisfaction, while social influence and enjoyment significantly influence perceived usefulness. Both satisfaction and perceived usefulness significantly impact the intention to use. Among these factors, perceived usefulness had the strongest effect on intention to use, followed by social influence, enjoyment, and cognitive engagement. Conclusions: Policymakers, universities, colleges, and educators should work to establish the flipped classroom as an effective, engaging, and enjoyable learning method.

Developing Higher Vocational College Student’s English Academic Performance in Blended Learning in Henan, China

2025-04-29T12:55:01+00:00

Purpose: This research aims to establish connections between study engagement, psychological capital, motivation, and academic performance in a higher vocational college in Henan that uses blended learning. It also seeks to identify significant differences between the variables. Research design, data, and methodology: The study utilized the Index of Item-Objective Congruence (IOC) to assess validity and conducted a pilot test with 30 participants to measure reliability using Cronbach’s Alpha. Data from 80 valid responses from students at a higher vocational college in Henan were analyzed using multiple linear regression to examine the significant relationships between variables. Subsequently, 35 students participated in a 10-week Intervention Design Implementation (IDI). The quantitative results before and after the IDI were compared using paired-sample t-tests. Results: he multiple linear regression analysis indicated that psychological capital, extrinsic motivation, and intrinsic motivation had a significant impact on students' academic performance, while study engagement did not show a significant effect. However, the paired-sample t-test revealed a significant difference in academic performance between the pre-IDI and post-IDI stages. Conclusions: The study found that blended learning can improve student participation and academic performance in vocational education when implemented effectively. It is essential for teachers to be proficient in blended teaching methods and to motivate students to fully realize the benefits of blended learning in higher education.

Study on the Factors Influencing the Usage Behavior of International Education Cloud Platform in China

2025-04-17T03:28:11+00:00

Purpose: The purpose of this research is to investigate the factors influencing the usage behavior of International Education Cloud Platforms (IECPs) in China. The study employed a quantitative method, utilizing a questionnaire for data collection from the target population. To ensure content validity and reliability, Item-Objective Congruence (IOC) and a pilot test of Cronbach's Alpha were conducted before distributing the questionnaire.Data analysis involved Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess the model's goodness of fit and confirm the causal relationships among variables for hypothesis testing. The results indicated that the research conceptual model effectively predicted and explained the actual usage (AU) of IECPs in higher vocational and technical education. All seven hypotheses proposed were supported, meeting the research objectives. The study suggests that developers of IECP courses and management in higher vocational education institutions should concentrate on enhancing the quality factors of IECP. This focus would enable students to perceive the system as useful, fostering a positive attitude and behavioral intention toward using IECP.

Drivers of Satisfaction and Commitment in MOOC Learning: Insights from College Undergraduates in Sichuan, China

2025-02-02T03:46:38+00:00

Purpose: This quantitative study looked at the behavioral intention and satisfaction of college undergraduate students at Xihua University in the Sichuan province of China with Massive Open Online Course learning and the key determinants that significantly impacted it. The study assesses perceived usefulness, confirmation, learning engagement, performance expectancy, and facilitating conditions. Research design, data, and methodology: The researcher employed statistical exploration techniques to assess 486 valid data points by distributing quantitative surveys to target university undergraduate students. The current study selected undergraduate students as the sample's participants using the quota and judgmental sampling approaches. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used to assess the causal relationship between the factors that were being examined. Results: All the hypotheses were supported, according to the statistical analysis, with perceived usefulness having the biggest impact on satisfaction, and satisfaction is indeed the most critical factor affecting behavioral intention. Conclusions: The findings contribute to a deeper examination of the class's characteristics, facilitate its integration with traditional classroom instruction, and establish a strong theoretical framework for the creation of a MOOC education system in the future and for the advancement of blended learning. Furthermore, it will offer front-line teachers a theoretical framework for enhancing their MOOC teaching strategies

Understanding High-Income Consumers' Purchase Intentions for Precious Jewellery in Urban Myanmar: A Study of Yangon, Mandalay, and Naypyitaw

2025-05-21T12:27:39+00:00

Purpose: This study examines the factors influencing Purchase Intention for precious jewelry among high-income consumers in Yangon, Mandalay, and Naypyitaw, Myanmar. The research framework integrates Materialism, Attitude, Purchase Motivation, Perceived Experiential Value, and Perceived Functional Value to understand their impact on consumers' purchasing decisions. Research design, data and methodology: A quantitative research design was employed, with data collected from 500 participants through structured questionnaires. Confirmatory Factor Analysis (CFA) was used to validate the measurement model, while Structural Equation Modeling (SEM) tested the hypothesized relationships. Results: The results reveal that Materialism significantly influences both Purchase Motivation (β = 0.315) and Purchase Intention (β = 0.333). Additionally, Attitude (β = 0.125) and Perceived Functional Value (β = 0.229) positively impact Purchase Intention. In contrast, Purchase Motivation (β = -0.073) and Perceived Experiential Value (β = -0.020) did not show significant effects. Conclusions: These findings suggest that precious jewelry consumption in Myanmar is driven more by material value and practical utility than by social impression or emotional experience. Marketers should focus on reinforcing the status symbolism and quality craftsmanship of their products to enhance purchase intentions. This study contributes to understanding luxury consumption behavior in emerging markets, offering strategic insights for targeting high-income segments effectively.

Assessing Graduate Student Satisfaction with E-Learning: A Case Study of Sichuan Conservatory of Music

2025-04-29T12:59:14+00:00

Purpose: This study examines key determinants of graduate student satisfaction with the e-learning system at Sichuan Conservatory of Music, aiming to enhance e-learning effectiveness and outcomes. Research design, data and methodology: This research adopts a quantitative approach grounded in Expectation Confirmation Theory and the DeLone and McLean Information System Success Model. A structured questionnaire was administered to 500 senior students, selected through a combination of judgment, stratified random, and convenience sampling. Data were analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) to validate the proposed model and assess relationships among variables. Results: Information quality, perceived usefulness, and service quality significantly influenced student satisfaction. Course content quality also positively affected perceived usefulness. However, system quality, perceived ease of use, and course design quality showed no significant impact on satisfaction in the current analysis. Conclusions: The study accurately identifies key factors shaping e-learning satisfaction and highlights the critical role of information quality, perceived usefulness, and service quality. Based on these findings, practical recommendations are proposed to improve content delivery, system support, and service responsiveness. These insights not only guide future improvements at Sichuan Conservatory but also offer a valuable reference for other institutions seeking to enhance student engagement and outcomes in digital learning environments.

An Analysis of Factors Influencing the Behavioral Intention to Use AI-Based Social Media Among Computer Science Undergraduates in Sichuan, China

2025-05-21T12:19:02+00:00

Purpose: This study investigates the influence mechanisms of artificial intelligence (AI)-based social media on the behavioral intention of Chinese college students. Research design, data and methodology: A total of 480 computer science undergraduates from three provincial universities in Sichuan, China, were selected as research participants. Data were collected through a structured questionnaire. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were applied to examine the interrelationships among perceived ease of use, perceived usefulness, attitude, social influence, information quality, facilitating conditions, and behavioral intention. Results: Convenience exhibited the strongest direct impact on behavioral intention (β = 0.286), followed by social influence (β = 0.229) and information quality (β = 0.229). Perceived ease of use significantly influenced both perceived usefulness (β = 0.317) and attitude (β = 0.283), while perceived usefulness (β = 0.214) and attitude (β = 0.120) had relatively weaker direct effects on behavioral intention. The model’s overall explanatory power (R²) was 20.2%, revealing a complex mediation mechanism. Conclusions: Social media platforms should optimize algorithm design to improve information quality and ease of use. Meanwhile, universities should strengthen AI ethics education and guide students to rationally use AI social media through courses and algorithm audit practices.

Understanding College Students’ Entrepreneurial Intention: A Case Study of Shanxi University of Finance and Economics

2025-05-21T12:23:17+00:00

Purpose: This study investigates key factors influencing college students' entrepreneurial intentions, proposing a model where entrepreneurship education (EE), need for achievement (NA), perceived behavioral control (PBC), entrepreneurial self-efficacy (ESE), and emotional competence (EC) predict entrepreneurial intention (EI). It further evaluates an intervention design implementation (IDI) aimed at enhancing these intentions. Research design, data and methodology: Adopting a quantitative approach, the study validated its instrument using the Item-Objective Consistency Index (IOC) and Cronbach’s alpha (n=40). Multiple linear regression was conducted on 200 valid responses from students at Shanxi University of Finance and Economics to test the hypothesized relationships. Subsequently, a 16-week IDI was carried out with 40 participants, and pre- and post-IDI outcomes were analyzed using paired-sample t-tests. Results: All five factors significantly influenced EI, with PBC having the strongest effect, followed by EC, NA, ESE, and EE. Post-IDI analysis showed significant improvements in all constructs. The greatest increase was in EI (+0.58), followed by ESE (+0.45), EE (+0.44), PBC (+0.42), NA (+0.41), and EC (+0.33). Conclusions: The IDI approach effectively enhanced students' entrepreneurial mindsets. Educational programs should incorporate targeted interventions to strengthen self-efficacy, emotional skills, and perceived control to foster entrepreneurship.

Student Satisfaction and Continuance Intention toward Short Video Applications: An Empirical Study from Chengdu

2025-05-21T12:26:05+00:00

Purpose: This study explores the factors influencing students' Satisfaction (SAT) and Continuance Intention to Use (CIU) Short video applications. These factors are Perceived Usefulness (PU), Perceived Enjoyment (PE), Perceived Ease of Use (PEU), New Product Novelty (NPN), and Platform-Based Trust (PBT), providing insights for understanding humanities students' behavior in using short video applications. Research design, data and methodology: Data were collected through a questionnaire survey administered to humanities students at a university in Chengdu, China, yielding 500 valid responses. The validity and reliability of the data was assessed through convergent validity, composite reliability, Cronbach's alpha, factor loading, mean square extraction analysis, and discriminant validity tests, and were found to be acceptable. The conceptual framework was tested using AMOS, and the confirmatory factor analysis results indicated reasonable data fit and a suitable factor structure. Results: Results reveal that PU, PE, PEU, NPN, and PBT all significantly enhance SAT. Moreover, SAT has a strong positive effect on CIU short video applications. Conclusions: Theoretically, this work breaks new ground by bridging three distinct theoretical traditions in the short video platform literature. Practically, the findings provide actionable insights for platform developers and educators to enhance humanities students' user retention through targeted feature design and trust-building strategies.

The Communication Model for Promoting the Low-Carbon Society Concept in the Restaurant Business for Sustainability in Surat Thani Province

2025-06-22T12:05:03+00:00

Purpose: This study aimed to examine how restaurant entrepreneurs in Surat Thani Province communicate low-carbon practices, how consumers perceive these efforts, and to develop an effective communication model for promoting sustainability within the restaurant sector. Research design, data and methodology: A mixed-methods approach was employed. Qualitative data were collected through interviews with 23 restaurant entrepreneurs selected by purposive sampling, and analyzed using content analysis. Quantitative data were obtained from 180 customers through a validated questionnaire, and analyzed with descriptive statistics. Results and conclusions: The finding revealed that entrepreneurs promoted low-carbon practices through the use of local ingredients, energy conservation, and waste management. They communicated these efforts through social media, government channels, and community networks. Consumers were generally aware of tangible actions like reusable containers and eco-friendly packaging, but paid less attention to less visible practices like food waste reduction. Based on these insights, the study proposes an integrated communication model that combines both online and offline strategies to effectively promote environmental responsibility among restaurant operators and consumers.

Factors Influencing Construction Workers’ Unsafe Behavior: Evidence from Guangdong, China

2025-06-22T12:36:12+00:00

Purpose: This study investigates the influencing factors and formation mechanisms of construction workers’ unsafe behaviors in Guangdong Province, China. It aims to explore how safety climate, behavioral attitude, and risk perception affect unsafe behavior intentions and actual unsafe behavior on construction sites. Research design, data and methodology: A quantitative approach was adopted using a structured questionnaire based on validated instruments. Data were collected from 400 construction workers using multi-stage sampling across four companies in Guangdong. The questionnaire included five constructs measured on a 5-point Likert scale. Content validity was confirmed via IOC review by experts, and a pilot test confirmed reliability. Structural Equation Modeling (SEM) using AMOS was employed to assess model fit and test hypotheses. Results: The findings reveal that safety climate, behavioral attitude, and risk perception significantly predict unsafe behavior intention. Unsafe behavior intention, in turn, strongly influences actual unsafe behavior. Additionally, safety climate directly impacts actual unsafe behavior. The model showed good fit with all hypotheses supported. Conclusions: The study emphasizes the importance of fostering a positive safety climate, strengthening risk awareness, and shaping worker attitudes to reduce unsafe behavior. These insights offer a foundation for organizations to develop more focused and effective safety management practices in construction settings.

Factors Affecting Engagement and Purchase Intention among Chinese Gamers: A Case Study of Leading Massively Multiplayer Online Role-Playing Games

2025-06-22T12:39:11+00:00

Purpose: This study investigates the key factors influencing user engagement and purchase intention among Chinese players of the top five MMORPGs. The conceptual framework examines the relationships among Social Ties (ST), Social Identity (SI), User Engagement (UE), Enjoyment Value (EV), Dedication (DED), Vigor (VIG), and Purchase Intention (PI). Research design, data and methodology: A quantitative design was used, featuring a structured questionnaire administered to 500 active MMORPG players in mainland China in 2023. Non-probability sampling methods included judgmental sampling to select the games, proportional quota sampling for respondents, and convenience sampling through the online platform. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) in AMOS assessed model fit, reliability, and construct validity. Results: Social ties and social identity positively affected user engagement, which in turn strongly predicted purchase intention. Enjoyment value, dedication, and vigor also significantly influenced purchase intention. Dedication emerged as the strongest predictor, followed by vigor and enjoyment value. Conclusions: All six research hypotheses were supported, confirming the model’s validity in explaining spending behavior among Chinese MMORPG players. The study recommends that developers strengthen community features, design engaging content to enhance dedication and vigor, and implement value-driven microtransactions to foster engagement, thereby promoting sustainable revenue and long-term player satisfaction.