AU-GSB e-JOURNAL

EDITORIAL

Kitikorn Dowpiset — 2025-03-21

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 “Projecting Factors Impacting Art Students Satisfaction with Blended Learning in Sichuan, China” aims to investigate factors impacting satisfaction of art students enrolled in blended learning programs at the Ethnic Colleges and Universities directly under Central administration (ECUCA) in Sichuan Province.

The second article titled “Predicting Factors of Undergraduate Art Students’ Behavioral Intention to Use Online Education in Chengdu, China” aims to explore the factors affecting online education behavior intention of fine arts students in three target universities in Chengdu, China.

The third article titled “Factors Impacting High School Students’ Behavioral Intention to Use Mobile Learning in Liupanshui, China” investigates the factors impacting high school students' behavioral intention to use mobile learning in Chinese high schools, considering effort expectancy, social influence, facilitating condition, performance expectancy, attitude, behavioral intention, and use behavior.

The fourth article titled “A Study on Behavioral Intention to Use Online Learning of Undergraduate Students in Painting Majors in Chengdu, China” aims to study the impact factors of behavioral intention of students in painting majors in Chengdu, China.

The fifth articled titled “Factors Influencing Aviation Services Students’ Happiness Toward Career Guidance Course in Hainan, China” examines the factors influencing aviation service students' happiness toward career guidance courses in universities in Hainan, China.

The sixth article titled “Driving Factors of Behavioral Intention to Use Japanese Language Learning Apps Among Non-Japanese Major Students in Chengdu, China” analyzes the factors affecting non-Japanese major students’ behavioral intention to use Japanese learning apps in Chengdu, China.

The seventh article titled “Factors Influencing the Purchase Intention and Behavior of Generation Y Women Towards Fashion Products in Chengdu, China” aims examine relationships among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior.

The eighth article titled “Factors Influencing Undergraduate Students' Satisfaction and Loyalty to Art Museums in Chengdu, China” aims to investigate factors impacting university students’ satisfaction and loyalty towards art museums in Chengdu, China, including student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty.

The ninth article titled “Influencing Factors of Undergraduate Art Students’ Satisfaction with Social Media During COVID-19 in Shanghai, China” examined the factors impacting undergraduates at the Shanghai Institute of Visual Art's satisfaction with social media during COVID-19.

The tenth article titled “Examining Utilization of Online Learning Platforms: A Case of Undergraduates in Vocational Colleges in Sichuan, China” examined the effects of perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, and behavioral intention toward undergraduates’ use behavior of online learning platforms in Sichuan, China.

The eleventh article titled “A Study on Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning Among Liberal Arts Students in Chengdu, China” aims to investigate factors impacting students on the behavioral intention to self-learning and self-learning attitude of internet base e-learning for Liberal arts students in Chengdu, China.

The twelfth article titled “The Key Factors of Part-Time Art Teachers' Self-Efficacy and Job Satisfaction in Chengdu, China” explores the key impacting factors of self-efficacy and job satisfaction of part-time art teachers in Chengdu, China.

The thirteenth article titled “Key Factors Influencing Performance of Students in Higher Vocational Colleges Based on the Vocational Skill Evaluation System in Zhejiang, China” explains the relationship between student experience, academic culture, employability, compatibility with online mode, innovation, new opportunities, knowledge management process, and performance.

The fourteenth article titled “Factors Impacting Sophomores’ Satisfaction and Behavioral Intention to Use Online Learning: A Case Study of a Public University in Yunnan, China” explores the factors impacting student satisfaction and behavioral intention to use online learning at a public university in Yunnan Province, China.

The fifteenth article titled “Investigating Key Factors Influencing Student Satisfaction in Online Learning for Construction Engineering Students in Guizhou, China” explores the influencing factors of student satisfaction in online learning platforms in vocational colleges in Guizhou, China.

The sixteenth article titled “Exploring Factors of Film Academy Students’ Satisfaction and Continuance Intention to Use E-Learning in Chengdu, China” aims to explore the factors that impact the student satisfaction and continuance intention with e-learning in Chengdu, China.

The seventeenth article titled “Exploring the Affecting Factors of Behavioral Intention to Use Virtual Reality for Dynamic Learning: A Study of Top Three Private Universities in Yangon, Myanmar” aims to examine the factors affecting the students’ behavioral intentions towards using virtual reality technology in replacing online learning/eLearning platforms to better engage in dynamic learning with the studies and improve their learning journey.

The eighteenth article titled “Factors Impacting on E-banking Service Quality and Loyalty for University Teachers in Baoshan, China” explores the factors influencing the quality of e-banking services and loyalty among university teachers in Baoshan, China.

The nineteenth article titled “The Assessment on Behavioral Intention to Use Digital Library Among Undergraduates Majoring Natural Science in Chengdu” aims to assess the determinants of willingness to use Online Library's Full-text Resources among undergraduate students majoring natural science from ten higher education institutions in Chengdu.

The twentieth article titled “A Quantitative Study on Factors Influencing College Students’ Satisfaction with Cloud-Based Online Courses in Chengdu, China” investigates the influencing factors of satisfaction with cloud-based online courses in Chengdu, China.

The twenty-first article titled “Relationship between Facilitative Focus Moderation and Psychological Capital on Change Support Behavior: Taking Organizational Support Climate as Moderating Variable” investigates how employees' focus adjustment and psychological capital influence their support for organizational change in Internet companies.

The twenty-second article titled “A Study on the Impact of Employee Work Engagement on Turnover Intention: The Mediating Role of LMX and the Moderating Role of Leadership Support” investigates the factors influencing turnover intention among catering practitioners in Shanghai, China.

The twenty-third article titled “The Relationship between Psychological Contract and Work Engagement of the Post-95s: Mediation of Psychological Capital and Moderation of Organizational Commitment” investigates the relationship between psychological contract and work engagement among post-95 employees, emphasizing the mediating role of psychological capital and the moderating role of organizational commitment.

The twenty-fourth article titled “An Investigation on Vocational and Technical Students' Satisfaction and Continuance Intention on B2C Online Shopping Platform in Sichuan, China aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms.

The twenty-fifth article titled “Factors Impacting on Satisfaction and Purchase Intention of Mobile Games Among Non-Art Major Students in Public Universities in Chongqing, China” aims to investigate the factors influencing the purchase intention of mobile games among non-art major students in public universities in Chongqing, China.

Projecting Factors Impacting Art Students Satisfaction with Blended Learning in Sichuan, China

Tongcheng Liu — 2025-03-21

Purpose: This research aims to investigate factors impacting satisfaction of art students enrolled in blended learning programs at the Ethnic Colleges and Universities directly under Central administration (ECUCA) in Sichuan Province. The conceptual framework posits a causal relationship among several variables, namely faculty services, academic aspects, reputation, heritage, trust, service quality, and students' satisfaction. Research design, data, and methodology: The researcher employs quantitative techniques to distribute online questionnaire to 500 undergraduate art students enrolled in ECUCA (Eastern China University of Creative Arts) in Sichuan Province. The researcher implements sampling strategy, focusing judgmental, stratified random and convenience sampling. The researcher employs structural equation modeling and confirmatory factor analysis to analyze the collected data. These statistical techniques were utilized to assess the appropriateness of the proposed models and evaluate the reliability and validity of the measurements used in the study. Results: Seven hypotheses proved to achieve the research objectives. Faculty services, academic aspects, reputation, heritage, trust, and service quality have a significant impact on students’ satisfaction. Conclusions: It is recommended that institutions of higher learning and administrators should pay attention to significant factors to improve student satisfaction and increase the competitiveness of schools.

Predicting Factors of Undergraduate Art Students’ Behavioral Intention to Use Online Education in Chengdu, China

Linhan Geng — 2025-03-21

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.

Factors Impacting High School Students’ Behavioral Intention to Use Mobile Learning in Liupanshui, China

Jiayi Zhou — 2025-03-21

Purpose: This research investigates the factors impacting high school students' behavioral intention to use mobile learning in Chinese high schools, considering effort expectancy, social influence, facilitating condition, performance expectancy, attitude, behavioral intention, and use behavior. Research design, data, and methodology: The research uses a quantitative, survey-based research design, employing online data collection for Confirmation Factor Analysis (CFA) and structural equation modeling (SEM). The study applied a purposive sampling method that draws on Liupanshui Minzu High School. The quota sampling method is used to calculate the proportion from the total number of students in each grade. Last, the target sample size of 500 students is collected through convenience sampling by distributing it online. Result: The results show that the six hypotheses are supported. Use behavior is strongly influenced by behavioral intention. The behavioral intention was significantly driven by effort expectation, social influence, facilitating condition, performance expectancy, and attitude. Conclusions: The findings underscore the importance of creating a conducive environment where mobile learning is user-friendly, supported by peers, and equipped with the necessary resources. Additionally, highlighting the benefits of mobile learning and promoting a positive attitude can enhance students' willingness to engage with this technology.

A Study on Behavioral Intention to Use Online Learning of Undergraduate Students in Painting Majors in Chengdu, China

Zhong Yangbaixue — 2025-03-21

Purpose: This paper aims to study the impact factors of behavioral intention of students in painting majors in Chengdu, China. The conceptual framework contains perceived ease of use, responsiveness, reliability, perceived usefulness, e-learning quality, hedonic motivation, facilitation condition, social influence, and behavioral intention. Research design, data, and methodology: This study adopted quantitative methods to survey 500 participants. Before data collection, the index of item-objective congruence (IOC) and Cronbach's Alpha of pilot test (n=50) was used to ensure the validity and reliability. After collecting the data, the structural equation model (SEM) was used to verify the structure and relationship of variables, the validity and normality of research tools, data collection procedures, and statistical data processing. Structural equation modeling (SEM) and statistical tools are applied to hypothesis testing. Results: All eight hypotheses of this study are supported. Perceived usefulness has the most significant impact on behavioral intention. Perceived ease of use has a significant impact on perceived usefulness. Reliability and responsiveness significantly impact e-learning quality. Hedonic motivation, facilitating conditions, social influences, and e-learning quality impact behavioral intention. Conclusions: Developers of e-learning systems and senior managers of higher education institutions should improve learning systems so that students can learn online anytime, anywhere, retain recorded lessons, and accurately search for the content they want.

Factors Influencing Aviation Services Students’ Happiness Toward Career Guidance Course in Hainan, China

Chen Ying — 2025-03-21

Purpose: The study examines the factors influencing aviation service students' happiness toward career guidance courses in universities in Hainan, China. The conceptual framework proposed a causal relationship among academic satisfaction, career decision-making self-efficacy, career success criteria clarity, future time perspective, proactive personality, and happiness. Research design, data, and methodology: The questionnaire was used to collect 500 participants who are college students majoring in aviation service from Hainan Province who have participated in vocational guidance courses in aviation. Purpose, convenience, and stratified sampling were adopted as sampling techniques. Before distributing the questionnaire, Item-Objective Congruence (IOC) and a pilot test of Cronbach's Alpha were adopted to test the content validity and reliability. Confirmatory factor analysis and structural equation modeling were used to verify its fit and determine the causal relationship between variables. Proactive personality has a significant influence on career success criteria clarity. Furthermore, career decision-making self-efficacy has a significant influence on happiness. Results: Academic satisfaction, future time perspective, and career success criteria significantly influence career decision-making self-efficacy. Conclusions: A positive outlook on the future is to put in the time and effort required to take courses, engage in more hands-on activities, enhance involvement, and achieve success to develop and strengthen the requisite career decision-making self-efficacy.

Driving Factors of Behavioral Intention to Use Japanese Language Learning Apps Among Non-Japanese Major Students in Chengdu, China

Jingyi Zhang — 2025-03-21

Purpose: The study analyzes the factors affecting non-Japanese major students’ behavioral intention to use Japanese learning apps in Chengdu, China. A conceptual framework comprises three theoretical models and seven variables, which are perceived enjoyment, perceived usefulness, perceived ease of use, attitude, task-technology fit, information quality, and behavioral intention. Research design, data, and methodology: A quantitative approach was employed to survey a sample of 500 non-Japanese major students from eight universities situated in Chengdu. Prior to data collection, the study utilized the Item-Objective Congruence (IOC) index and conducted a pilot test with a sample of 50 participants to establish the validity and reliability of the research tools. Subsequently, the collected data were subjected to analysis through the application of confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Results: Perceived enjoyment has a significant influence on perceived ease of use. Perceived enjoyment and percived ease of use significantly influence perceived usefulness. Perceived usefulness and percived ease of use significantly influence attitude towards behavioral intention. Additionally, task-technology fit and information quality significant influence behavioral intention. Conclusion: Ultimately, prioritizing the user experience is paramount to ensure that the Japanese language learning app's interface design, functional operation, and content presentation align with user expectations and needs, thus elevating overall user satisfaction.

Factors Influencing the Purchase Intention and Behavior of Generation Y Women Towards Fashion Products in Chengdu, China

Minxing Yue — 2025-03-21

Purpose: This research aims examine relationships among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior. Furthermore, it intends to explore their influence on the purchasing decisions of female Generation Y consumers in Chengdu. Research design, data, and Methodology: The distribution of questionnaires was meticulously carried out to ensure representation from 500 female individuals belonging to Generation Y who had prior purchasing experience with three specific brands: UNIQLO, ZARA, and GAP. The researcher performed several statistical analyses to evaluate the reliability and validity of the constructs in the conceptual framework. Reliability analysis was employed to assess the consistency and stability of the measurement scales used in the questionnaire. The researchers employed confirmatory factor analysis (CFA) to assess the model's fit, reliability, and construct validity. Hypotheses were tested using structural equation modeling (SEM). Results: The study revealed that brand, attitude, loyalty, and trust influence customers' purchase intentions. Notably, purchase intention insets a significant impact on customer purchase behaviors. Nevertheless, perceived quality has no significant impact on purchase intention. Conclusions: This study seeks to offer valuable insights into the dynamics of female Generation Y consumers within Chengdu's fast fashion industry, underlying motivations driving their purchase intentions and behaviors.

Factors Influencing Undergraduate Students' Satisfaction and Loyalty to Art Museums in Chengdu, China

Peiyin Zou — 2025-03-21

Purpose: This study aims to investigate factors impacting university students’ satisfaction and loyalty towards art museums in Chengdu, China, including student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty. Research design, data, and Methodology: The researchers identified the target population as undergraduate (n=450) who have visited their school’s art museum in selected seven universities in Chengdu, China. A quantitative methodology was employed alongside a questionnaire-based research design. To ensure the content validity, three experts were engaged to assess all questionnaire items using the index of item-objective congruence. Preliminary testing involved the distribution of the questionnaire to 50 participants to assess the reliability through the Cronbach's Alpha test variable. Data analysis was executed utilizing confirmatory factor analysis and structural equation modeling techniques. Results: The results show that student expectation and perceived value significantly impact student satisfaction. Perceived quality has a significant impact on perceived value. Furthermore, trust and student satisfaction significantly impact image. Student satisfaction and image have a significant impact on loyalty. However, perceived quality has no significant impact on student satisfaction. Conclusions: Enhancing university students' museum experiences requires a holistic approach that prioritizes student-centric program development, effective communication, exhibit quality, trust-building initiatives, and collaborations with educational institutions.

Influencing Factors of Undergraduate Art Students’ Satisfaction with Social Media During COVID-19 in Shanghai, China

Haiping Pu — 2025-03-21

Purpose: Social media is a vital medium for communication in today's world. This research examined the factors impacting undergraduates at the Shanghai Institute of Visual Art's satisfaction with social media during COVID-19. Research design, data, and methodology: The research conceptual framework was developed from previous studies. The seven selected latent variables were perceived usefulness, expected benefits, social risk, sociability, attitude toward use, social media use, and satisfaction. The study instrument's validity was evaluated using item-objective congruence, and the internal consistency reliability was determined by a pilot test utilizing the Cronbach alpha coefficient. The sampling techniques are judgmental, quota and convenience sampling. Additionally, the sampling analysis is conducted by confirmatory factor analysis and structural equation modeling were used to evaluate the data. Result: The results shows that all hypotheses are supported. Perceived usefulness, social risk, perceived risk for using social media and sociability significantly impact attitude toward use. Expected benefits significantly impact social media use. Additionally, attitude toward use and social media use significantly impact on satisfaction. Conclusions: Effective communication leads to significant improvements in both virtual and physical security. Ultimately, students' enjoyment of social media can greatly increase when social media producers and school officials stress perceived utility, risk control, sociability, and predicted rewards.

Examining Utilization of Online Learning Platforms: A Case of Undergraduates in Vocational Colleges in Sichuan, China

Lihua Zhu — 2025-03-21

Purpose: Due to the COVID-19 pandemic, online learning has become the trend of education development. This study examined the effects of perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, and behavioral intention toward undergraduates’ use behavior of online learning platforms in Sichuan, China. Research design, data, and methodology: This research adopted a quantitative method, and questionnaires were utilized to collect data. There were 500 copies of questionnaires used in the analysis. The IOC (Item-Objective Congruence) and Pilot test were applied to measure the reality and validity of the constructs prior to collecting data. The data was analyzed through confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The relationships between perceived ease of use and perceived usefulness, perceived ease of use and attitude, and perceived usefulness and attitude were confirmed. Attitude, social influence, and facilitating conditions were significant predictors of behavioral intention. Behavioral intention significantly affected use behavior. Nevertheless, perceived usefulness had no significant impact on behavioral intention. Conclusion: Henceforth, to improve the learning platform's utilization rate, the developer of the online learning platforms should improve the simplicity and convenience of the platform usage. Academic practitioners can make online learning one of the compulsory tasks for vocational undergraduates.

A Study on Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning Among Liberal Arts Students in Chengdu, China

Wang Xiang — 2025-03-21

Purpose: This study aims to investigate factors impacting students on the behavioral intention to self-learning and self-learning attitude of internet base e-learning for Liberal arts students in Chengdu, China including system quality, information quality, service quality, perceived usefulness, perceived ease of use, perceived enjoyment, self-learning attitude, and behavioral intention. Research design, data, and Methodology: The sample size involves 500 students in liberal arts in the first to third year. A questionnaire is designed, investigated and statistically analyzed. The sample techniques are judgmental, quota and convenience sampling. The index of item-objective congruence and the Cronbach's Alpha test were conducted before the data collection. Data analysis involved employing confirmatory factor analysis and structural equation modeling techniques. Results: The findings revealed that system quality and service quality significantly influence percived usefulness. Perceived ease of use has a significant influence on perceived usefulness and perceived enjoyment. Perceived usefulness significantly influences behavioral intention. In contrast, perceived ease of use and perceived usefulness have no significant influence on self-learning attitude. Additionally, information quality has no significant influence on perceived usefulness. Conclusions: These findings have significant implications for educators and policymakers in designing and implementing effective e-learning programs that foster a positive attitude toward self-directed learning.

The Key Factors of Part-Time Art Teachers' Self-Efficacy and Job Satisfaction in Chengdu, China

Na Deng — 2025-03-21

Purpose: This study explores the key impacting factors of self-efficacy and job satisfaction of part-time art teachers in Chengdu, China. The research model is built upon key variables which are stressors, principal leadership, supportive school culture, teacher collaboration, teacher self-efficacy, emotional exhaustion, and job satisfaction. Research design, data, and methodology: Using a quantitative method and questionnaire survey, 500 sample data were collected from the target population. Before the questionnaire was distributed, Item-Objective Congruence and Cronbach's Alpha through pilot test (n=50) were used to test the validity and reliability of the questionnaire content. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used to analyze the data, verify the model's goodness of fit, confirm the causal relationship between variables, and conduct hypothesis testing. Results: The results reveal that stressors and principal leadership significantly impact teacher self-efficacy. Teacher self-efficacy has a significant impact on emotional exhaustion. Furthermore, principal leadership, supportive school culture, teacher collaboration, teacher self-efficacy, and emotional exhaustion significantly impact job satisfaction. Conclusions: This study suggests that administrators with job satisfaction for teachers should pay attention to improving the quality factors of teacher self-efficacy so that teachers can feel the usefulness of job satisfaction and thus form a good attitude and behavioral intention towards job satisfaction.

Key Factors Influencing Performance of Students in Higher Vocational Colleges Based on the Vocational Skill Evaluation System in Zhejiang, China

Yu Juping — 2025-03-21

Purpose: This research explains the relationship between student experience, academic culture, employability, compatibility with online mode, innovation, new opportunities, knowledge management process, and performance. Research design, data, and methodology: This research scopes to 500 students of ten higher vocational schools from Zhejiang Province, China to investigate and comprehensively evaluate participants' adaptability, ability, and skill advantage in their academic performance. Purposive, quota and convenience sampling were conducted to collect the data, using questionnaire as a tool. The Structural Equation Model and Confirmatory Factor Analysis were utilized to analyze the data, which included model fit, reliability, and validity of the constructs. Results: Most hypotheses were tested to realize research objectives. Academic culture has a significant influence on student experience. Academic culture, student experience, employability, compatibility with online mode, and innovation significantly influence performance. Additionally, knowledge management processes have significant influence on innovation. However, new opportunities and knowledge management processes have no significant influence on performance. Conclusions: The third-party evaluation system in vocational education utilized by industrial companies has built a relatively scientific evaluation model, which assists students in finding their own learning direction and skill expertise and the rules of skill formation and training, elevating their professional performance.

Factors Impacting Sophomores’ Satisfaction and Behavioral Intention to Use Online Learning: A Case Study of a Public University in Yunnan, China

Zhiyun Li — 2025-03-21

Purpose: This study explores the factors impacting student satisfaction and behavioral intention to use online learning at a public university in Yunnan Province, China. The framework proposes causal relationships among service quality, instructor quality, task-technology fit, learning content quality, perceived usefulness, satisfaction, and behavioral intention. Research Design, Data, and Methods: Researchers used a quantitative method (n=500) to distribute questionnaires to sophomore students in four colleges from Yuxi Normal University in China. The researcher used purposive, stratified random, and convenience sampling to collect the data. Before data collection, the Item Objective Congruence (IOC) and Cronbach’s alpha were used to ensure reliability and validity. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used to analyze the data, including model fit, reliability, and validity tests. Results: The service quality, instructor quality, and task-technology fit significantly impact perceived usefulness. The learning content quality, perceived usefulness, and satisfaction significantly impact student behavioral intention. Conclusion: Seven hypotheses have been proven to meet the research objectives. Therefore, school administrators and teachers should maintain a good online learning environment, improve academic performance, increase teaching care, and establish a good image of the school to enhance students’ satisfaction and behavioral intention about online learning.

Investigating Key Factors Influencing Student Satisfaction in Online Learning for Construction Engineering Students in Guizhou, China

Zeng Jing — 2025-03-21

Purpose: This study explores the influencing factors of student satisfaction in online learning platforms in vocational colleges in Guizhou, China. The conceptual framework proposes causal relationships among computer self-efficacy, perceived ease of use, group participation, teachers' technical readiness, student engagement, students' self-efficacy, and student satisfaction, Research Design, data, and Methods: Researcher conducted a quantitative method to survey 500 students in three representative higher vocational colleges in Guizhou. Nonprobability sampling includes judgmental, quota, and convenient sampling. Structural Equation Model and confirmatory factor analysis were used to analyze the data, including model fit, reliability and structure validity. Result: The results showed that computer self-efficacy had a significant impact on students' perceived ease of use, perceived ease of use, teachers' technical preparation, students' self-efficacy, and students' involvement significant affect student satisfaction, while group participation had no significant impact on students' satisfaction when using online learning platforms. In addition, students' perceived ease of use has the greatest impact on their satisfaction, followed by students' self-efficacy, teachers' technical preparation, and students' input. Conclusion: It is recommended that management teams and teachers at vocational colleges provide assessments to measure the impact of the online platform on the development of teaching models to enhance students' satisfaction with online learning.

Exploring Factors of Film Academy Students’ Satisfaction and Continuance Intention to Use E-Learning in Chengdu, China

Mengke Li — 2025-03-21

Purpose: The purpose of this paper is to explore the factors that impact the student satisfaction and continuance intention with e-learning in Chengdu, China. The Technology Acceptance Model (TAM), Expectation Confirmation Model (ECM), and Information Systems Success Model (ISSM) serve as the foundation for the conceptual framework in this study. The study explores the key constructs from previous studies to propose a conceptual framework, including service quality, perceived ease of use, perceived usefulness, confirmation, information quality, satisfaction, and continuance intention. Research design, data, and methodology: The researcher distributed the questionnaire to undergraduate students in film academy, using a quantitative survey approach with 480 samples. The sampling methods include judgmental, quota and convenience sampling. Before the data collection, Item-Objective Congruence (IOC) index and a pilot test of Cronbach’s Alpha were used to ensure validity and reliability. The data analysis was mainly conducted by Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: All hypotheses were found to be supported. Service quality and perceived ease of use significantly impact perceived usefulness. Furthermore, perceived usefulness, confirmation, information quality significantly impact satisfaction towards continuance intention. Conclusions: This implies that students' propensity to continue utilizing e-learning will rise if they have high satisfaction with their online learning experience.

Exploring The Affecting Factors of Behavioral Intention to Use Virtual Reality for Dynamic Learning: A Study of Top Three Private Universities in Yangon, Myanmar

Nang Winterlongqueau Long Queau — 2025-03-21

Purpose: This research aims to examine the factors affecting the students’ behavioral intentions towards using virtual reality technology in replacing online learning/eLearning platforms to better engage in dynamic learning with the studies and improve their learning journey. The key variables are performance expectancy, perceived usefulness, perceived enjoyment, effort expectancy, social influence, perceived ease of use, hedonic motivation, attitude toward technology, and behavioral intention. Research design, data, and methodology: The quantitative questionnaire survey was provided to the target population of 500 students who are currently attending or have been attending the selected top three private universities of Yangon, Myanmar. The sampling techniques involve judgmental, snowball, quota, and convenience. Confirmatory factor analysis (CFA) and structural equation modeling were applied to analyze the data. Results: Perceived enjoyment has a significant effect on perceived usefulness, and attitude toward technology using VR. Effort expectancy Hedonic motivation and social influence significantly affect behavioral intention to use VR. However, there are no significant support between the relationship between performance expectancy, perceived usefulness, attitude toward technology using, perceived ease of use and behavioral intention to use VR. Conclusion: From the studies, the researcher can indicate that using new technology is useful and enjoyable for the users/students.

Factors Impacting on E-banking Service Quality and Loyalty for University Teachers in Baoshan, China

Yueqiang Zhang — 2025-03-21

Purpose: This study explores the factors influencing the quality of e-banking services and loyalty among university teachers in Baoshan, China. The conceptual framework contains reliability, privacy and security, website design, customer service and support, service quality, trust, satisfaction, and loyalty. Research Design, Data, and Methodology: The research employed a quantitative approach, utilizing a questionnaire as the primary data collection tool. Before distribution 500 university teachers, the questionnaire underwent content validity and reliability testing through item-objective congruence and pilot tests. Data analysis involved Confirmatory Factor Analysis and Structural Equation Modeling to assess the model's goodness of fit and confirm causal relationships among variables for hypothesis testing. Results: The study revealed that the conceptual model effectively predicted the factors influencing e-banking service quality and loyalty for university teachers in Baoshan, China. Reliability, privacy and security, website design, and customer service and support emerged as four crucial antecedents of e-banking satisfaction. Conclusions: E-banking satisfaction was predominantly influenced by reliability, privacy and security, website design, and customer service and support. A comprehensive understanding of online banking and effective customer engagement with services emerge as essential in delivering banking services. Enhancing e-service quality can elevate customer contentment and foster increased usage of e-banking.

The Assessment on Behavioral Intention to Use Digital Library Among Undergraduates Majoring Natural Science in Chengdu

Wenyuan Zhang — 2025-03-21

Purpose: This paper aims to assess the determinants of willingness to use Online Library's Full-text Resources among undergraduate students majoring natural science from ten higher education institutions in Chengdu. System quality, information quality, perceived ease of use, perceived usefulness, attitude, and subjective norms were examined to determine whether these factors affect students' behavioral intention to use OLFRs. Research design, data, and methodology: The researcher used a quantitative exploratory method to distribute questionnaires to undergraduate students. Confirmatory factor analysis and structural equation modeling were used to determine the relationship between the study variables. Results: The quality of the system and information plays a significant role in shaping the perceived ease of use and perceived usefulness. Specifically, perceived ease of use has a noteworthy impact on perceived usefulness. Furthermore, perceived usefulness, perceived ease of use, and subjective norms collectively exert a significant influence on attitude. Moreover, attitude towards use and subjective norms are key factors that significantly impact the behavioral intention to use. Conclusions: The results of this study are of positive significance to university libraries, digital library/intelligent library service providers, and users to use digital resources more efficiently, to improve college students' information literacy, and even to build a learning society.

A Quantitative Study on Factors Influencing College Students’ Satisfaction with Cloud-Based Online Courses in Chengdu, China

Qu Zhi — 2025-03-21

Purpose: In the fierce market competition, education and training institutions seek to improve the satisfaction and perceived usefulness of cloud-based online courses to improve their survival and development. This study investigates the influencing factors of satisfaction with cloud-based online courses in Chengdu, China. Research design, Data, and methodology: The quantitative study will collect data through questionnaires from 503 undergraduate students with more than one year of experience in cloud-based online courses at a public university in Chengdu, China. The sampling methods are purposive, stratified random, and convenient. Before data collection, the index of item-objective congruence (IOC) and pilot test (n=50) were used to verify validity and reliability. The convergence validity and discriminant validity of the measurement model were evaluated by confirmatory factor analysis (CFA). The structural equation model (SEM) is used to test the influence of the measured variables, and the research conclusion is drawn. Results: Course content quality, perceived usefulness, system quality, information quality and service quality significantly influence on satisfaction. Moreover, perceived ease of use significantly influences perceived usefulness. Conclusions: Cloud-based online courses should be improved in the aspects of content quality, perceived usefulness, perceived ease of use, information quality, system quality, and service quality to improve satisfaction, and the market competitiveness.

Relationship between Facilitative Focus Moderation and Psychological Capital on Change Support Behavior: Taking Organizational Support Climate as Moderating Variable

Chao Ke — 2025-03-21

Purpose: This study investigates how employees' focus adjustment and psychological capital influence their support for organizational change in Internet companies. It also examines the moderating effect of organizational support climate on these relationships. Research design, data and methodology: A survey was administered to 246 employees working in Internet companies. Data were analyzed using multiple linear regression to identify the relationships among focus adjustment, psychological capital, organizational support climate, and change support behaviors. Results: The results show that promotional focus adjustment positively affects employees’ change support behaviors. Facilitative focus regulation enhances psychological capital, which in turn positively influences change support behaviors. Psychological capital also mediates the relationship between facilitative focus regulation and change support behaviors. Moreover, organizational support climate moderates the effect of psychological capital on change support, enhancing the likelihood of positive change behaviors. Conclusions: The findings highlight the importance of both psychological capital and organizational support climate in encouraging change support behaviors. Leaders should tailor strategies to stimulate employees' facilitative focus adjustment and ensure sufficient resources to enhance psychological capital, especially in supportive organizational climates, to foster effective change management.

A Study on the Impact of Employee Work Engagement on Turnover Intention: The Mediating Role of LMX and the Moderating Role of Leadership Support

Junyu Tao — 2025-03-21

Purpose: This study investigates the factors influencing turnover intention among catering practitioners in Shanghai, China. Guided by social exchange theory, the research seeks to understand how work engagement, leadership-deployment exchange relationships, and leadership support interact to impact turnover intention in the catering industry. Research design, data and methodology: Data were collected using a questionnaire administered to 544 catering practitioners in Shanghai. The study employed statistical analyses to examine relationships among work engagement, leadership-deployment exchange, turnover intention, and leadership support. Results: The findings reveal several significant relationships: 1) work engagement negatively influences turnover intention, reducing practitioners' likelihood of leaving their positions; 2) work engagement positively impacts the leadership-deployment exchange relationship; 3) leadership-deployment exchange relationships negatively affect turnover intention; 4) the leadership-deployment exchange relationship mediates the relationship between work engagement and turnover intention; and 5) leadership support moderates the relationship between work engagement and turnover intention, strengthening its negative impact. Conclusions: The study provides actionable recommendations for reducing turnover in the catering industry. First, establishing an incentive system can enhance employees' work engagement. Second, fostering effective communication between supervisors and employees can improve leadership-deployment exchange relationships. Finally, leveraging leadership support within organizations can further mitigate turnover intention, creating a more stable workforce in the catering sector.

The Relationship between Psychological Contract and Work Engagement of the Post-95s: Mediation of Psychological Capital and Moderation of Organizational Commitment

Shumin Wang — 2025-03-21

Purpose: This study investigates the relationship between psychological contract and work engagement among post-95 employees, emphasizing the mediating role of psychological capital and the moderating role of organizational commitment. It aims to provide theoretical insights and practical suggestions for improving employee engagement and organizational performance by focusing on this unique generational cohort. Research design, data and methodology: The research employed a structured survey distributed to 10 IT companies in Shanghai, targeting employees born between 1995 and 1999. A total of 590 valid responses were analyzed using structural equation modeling (SEM) to explore direct, mediating, and moderating relationships. Results: The findings reveal that psychological contract positively influences work engagement and psychological capital, while psychological capital positively impacts work engagement. Furthermore, psychological capital mediates the relationship between psychological contract and work engagement. Organizational commitment moderates the relationship, significantly enhancing the positive effects of psychological contract on work engagement. Conclusions: The study highlights the importance of psychological contract fulfillment and psychological capital development in enhancing post-95 employees' work engagement. Organizational commitment strengthens these effects, underscoring the need for enterprises to adopt flexible and employee-centric management strategies. These findings offer actionable insights for human resource practices and contribute to the theoretical understanding of generational dynamics in the workplace.

An Investigation on Vocational and Technical Students' Satisfaction and Continuance Intention on B2C Online Shopping Platform in Sichuan, China

Yan Sun — 2025-03-21

Purpose This study aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms. The scope of this study focuses in 503 first- and second-year students in Sichuan Information Engineering Vocational and Technical College. Research design, data, and methodology: The research employed a quantitative approach, utilizing multi-stage sampling techniques including judgment, quota, and convenience sampling for sample selection. The study employed a questionnaire survey method as its primary data collection tool. Its aim was to investigate the interplay among seven variables. Confirmatory factor analysis and structural equation modeling were employed to assess the service quality, perceived value, usefulness, convenience, trust, satisfaction, and continued intention of B2C online shopping platforms. Results: All hypotheses were approved in this study. The results indicate that convenience, perceived value, service quality, trust, and perceived usefulness significantly impact satisfaction. Furthermore, perceived usefulness and satisfaction significantly influence the intention to continue using the service. Conclusions: B2C online shopping has emerged as the prevailing trend in e-commerce. This paper examines consumer behaviors among college students, delving into the factors influencing their satisfaction and long-term intentions, and offers practical insights and recommendations for online platform merchants.

Factors Impacting on Satisfaction and Purchase Intention of Mobile Games Among Non-Art Major Students in Public Universities in Chongqing, China

Jinghao Yang — 2025-03-21

Purpose This study aims to investigate the factors influencing the purchase intention of mobile games among non-art major students in public universities in Chongqing, China. The conceptual framework contains perceived enjoyment, social influence, perceived value, perceived compatibility, perceived usefulness, satisfaction, and purchase intention. Research design, data, and methodology: A quantitative approach was employed to gather sample data from the target population, utilizing a questionnaire as the primary tool. Before questionnaire distribution, we ensured content validity and reliability through Item-Objective Congruence and conducted a pilot test. Confirmatory Factor Analysis and Structural Equation Modeling were utilized to analyze the data, validate the model's goodness of fit, and confirm causal relationships among variables for hypothesis testing. Results: All six hypotheses proposed in this study align with the research objectives. The study revealed that the conceptual model effectively predicts and explains college students' purchase intention regarding mobile games. Satisfaction and felt value emerged as two crucial predictors and prerequisites for the purchase intention of mobile games. Conclusions: The study underscores that player satisfaction with the game contributes to increased willingness to pay among all players. This aligns with previous research, emphasizing that satisfaction diminishes users' inclination to consider alternatives and attracts users toward payment.