AU-GSB e-JOURNAL

EDITORIAL

Kitikorn Dowpiset — Wed, 24 Dec 2025 00:00:00 +0000

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-six articles. The first article titled “Sustainable Living in Cambodia: What Influences the Purchase Intentions for Green Buildings in Khmer Green Village, Siem Reap in the Post-Covid 19?” investigated the factors influencing purchase intention for green buildings among clients and visitors of Borei Angkor Landmark in the post-covid 19.

The second article titled “Factors Impacting the Perceived Strategic Value, Evaluation, And Adoption of Big Data Analytics - A Case Study of The Top Ten Revenue Share Contractor Companies in Bangkok, Thailand” explored the factors that impact the intention to use perceived strategic value of big data analytics.

The third article titled “Influencing Factors of Consumers’ Satisfaction and Purchase Intention toward Social Commerce Context in Hangzhou, China” explored the impact of factors on customer satisfaction and purchase intention in the context of increasingly sophisticated and comprehensive social commerce in Hangzhou.

The fourth article titled “Factors Affecting the Continuance Usage Intention of MOOCs in Higher Education in China” aimed to enhance the intention of higher education students in Hangzhou, China, to continue using MOOCs.

The fifth articled titled “Factors Impacting Behavioral Intention to Use Blended Learning for English Courses in Higher Vocational Colleges in China” investigated the impact of self-efficacy, facilitating conditions, performance expectancy, effort expectancy, and attitude on behavioral intention.

The sixth article titled “Key Factors Affecting the Creativity Development of Employees in Private Creative Companies in Chengdu, Sichuan Province, China” investigated the key factors affecting the creativity development of employees in private creative companies in Chengdu, Sichuan Province, China.

The seventh article titled “Assessing Influencers of Entrepreneurial Intentions and Behavioral of Undergraduate Students in Xuzhou, China” examined the factors that influence entrepreneurial behavior and entrepreneurial intention among undergraduate students in Xuzhou higher education.

The eighth article titled “Factors Impacting the Perceived Usefulness and Behavioral Intention toward Blended Learning System in Higher Education” aimed to assess the factors that impact students’ perceived usefulness and behavioral intentions toward blended learning systems in Chinese higher education.

The ninth article titled “Key Factors Influencing Non-Graduating Undergraduates' Satisfaction and Intention to Utilize Digital Libraries in Sichuan, China” aimed to research the critical factors of the Digital Library that significantly impact teacher performance and loyalty in Sichuan, China.

The tenth article titled “Drivers of Attitude and Behavioral Intention Toward Blended Learning in Higher Education” proposed encouraging students to recognize the usefulness of blended learning, fostering a favorable outlook on it, and prompting corresponding behavioral intention.

The eleventh article titled “Exploring What Drives Satisfaction in Online Dance Courses: Insights from Public Universities in Nanjing, China” investigated the factors influencing dance students' satisfaction with online courses and develops interventions to enhance their satisfaction in a public university in Nanjing, China.

The twelfth article titled “Exploring the Factors Influencing Junior College Students' Satisfaction and Loyalty on Short Video Social Media Platforms in Chengdu, China” aimed to research the critical factors impacting junior college students’ satisfaction and loyalty to using short video social media platforms in Chengdu, China.

The thirteenth article titled “Determinants of College Students' Intentions and Usage Patterns in Online Learning” aimed to investigated the main influences on students' online learning behavioral intention and use behavior in five universities in Chengdu.

The fourteenth article titled “Unlocking the Key Factors Driving Chengdu Undergraduates to Stay Engaged with Knowledge Payment Platforms” examined undergraduate students continued use intention in a university in Chengdu and its significant influencing factors for a knowledge payment platform.

The fifteenth article titled “Key Factors Influencing College Students' Satisfaction and Continuance Intention in E-Learning: A Study in Chengdu, China” investigated the variables influencing college students' e-learning satisfaction and usage in Chengdu, China, in the future.

The sixteenth article titled “Factors Shaping Students' Attitudes and Adoption Intentions Toward Artificial Intelligence Applications: A Case Study at a Private University in Zhanjiang, China” aimed to investigate the key factors impacting students' attitudes and adoption intentions toward artificial intelligence applications at a private university in Zhanjiang, China.

The seventeenth article titled “Factors Influencing Behavioral Intention Toward E-learning Among Film & Animation Undergraduates: An Empirical Study at a Public University in Chengdu, China” analyzed online learning satisfaction and behavioral intents of undergraduate students in China, by examining system quality, service quality, perceived usefulness, effort expectancy, and performance expectancy.

The eighteenth article titled “Optimizing Digital Engagement in Hotels: Analyzing Cross-cultural Fulfillment of Guest Needs” explored the mediating role of social integrative needs between psychological desires—affective, cognitive, and tension-free needs—and personal identity development within the hotel guest experience.

The nineteenth article titled “An Analysis of Factors Influencing Group-Based Self-Esteem and Sense of Belonging Through Student Association Involvement at Private Universities in Zhanjiang, China” aimed to research the critical factors of association activities that significantly impacted student group-based self-esteem and sense of belonging in private universities in Zhanjiang, China.

The twentieth article titled “The Factors Impacting Junior College Students’ Satisfaction and Continuance Intention to Use MOOC Platform in Chengdu, China” aimed to research factors impacting Junior college students' satisfaction and continuance intention to use Massive Open Online Course platforms in Chengdu, China.

The twenty-first article titled “Key Drivers of College Students' Satisfaction and Continuance Intention to Use E-Learning in Sichuan, China” aimed to research the critical factors impacting college students’ satisfaction and intention to use e-learning in Sichuan, China.

The twenty-second article titled “Predicting Factors Behind Students' Perceived Usefulness and Behavioral Intention to Adopt E-Learning: A Case Study of a Private University in Zhanjiang, China” established a novel conceptual model to conduct an in-depth analysis and clarify the composition of the key factors influencing the e-learning behavioral intention of students in private undergraduate colleges in Zhanjiang, China.

The twenty-third article titled “Exploring What Drives College Students' Satisfaction in Learning Xinjiang Landscape Painting: A Case Study at an Art College in Yichang, China” explored the factors that affect the satisfaction of college students with the "creation and learning of Xiajiang landscape painting.

The twenty-fourth article titled “Drivers of Undergraduate Student Satisfaction with Smart Campus Technology: Insights from Chengdu” explored the primary factors affecting student satisfaction and continuance intention towards the Smart Campus at Xihua University in Chengdu, Sichuan.

The twenty-fifth article titled “Student Satisfaction and Continued Usage of Cloud-Based Smart Platforms: An Analysis from Chengdu, China” aimed to investigate the critical factors of the Cloud-Based Smart Platform that significantly impacted student satisfaction and continuance intention in Chengdu, China.

The twenty-sixth article titled “AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions” aimed to investigate the role of innovative work behavior as a mediating variable between AI adoption, innovative behavioral strategies and job performance.

Sustainable Living in Cambodia: What Influences the Purchase Intentions for Green Buildings in Khmer Green Village, Siem Reap in the Post-Covid 19?

Saphoeun Tous — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study investigates the factors influencing purchase intention for green buildings among clients and visitors of Borei Angkor Landmark in the post-covid 19. Specifically, the study tests whether attitude, subjective norms, perceived behavior control, perceived value, environmental concerns, social sustainability, economic sustainability, locational attributes, developer brand, and structural attributes of housing significantly impact purchase intention. Research design, data, and methodology: The study applies a quantitative method to survey 515 participants. Confirmatory Factor Analysis (CFA) was conducted post-data collection to ensure the robustness and reliability of the measurement model. Using Structural Equation Modeling (SEM), the research examines twelve hypotheses related to various determinants of purchase intention. Results: The results reveal that attitudes toward green buildings, subjective norms, perceived behavior control, social sustainability, and economic sustainability significantly and positively affect purchase intention. In contrast, perceived value, environmental concerns, locational attributes, developer brand, and structural attributes of housing do not significantly impact purchase intention. Furthermore, perceived risk has a negative relationship with purchase intention. Finally, purchase intention is found to have a strong positive effect on willingness to pay. Conclusions: The study provides actionable insights for stakeholders in the real estate and sustainability sectors, emphasizing the need for targeted strategies to enhance consumer engagement and willingness to pay for green building features.

Factors Impacting the Perceived Strategic Value, Evaluation, And Adoption of Big Data Analytics - A Case Study of The Top Ten Revenue Share Contractor Companies in Bangkok, Thailand

Thongchad Chinasi — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: The purpose of the research was to clarify the causal correlation among Big data analytic adoption environment of Top ten revenue-shared contractors company located in Bangkok with an aimed to arrange an alternative extensively and potentially ensures that the study's findings are valid and reliable, offering valuable insights for organizations, decision-makers and to explore the factors that impact the intention to use perceived strategic value of big data analytics. Research design, data and methodology: This study uses the questionnaire survey and quantitative method to collect data from target groups. distributed questionnaires to workers who worked in the Top 10 revenue construction company. Results: The relationships between Casual correlation among big data analytic adoption environment were clearly defined toshape the conceptual framework. This research gathers data from organizations experienced with big data analytics. The research outcomes confirmed the theories and relationships between the factors impacting big data analytics adoption. Conclusions: The conclusion of research provide valuable insights into the factors that influence big data analytics adoption, highlighting the importance of managing complexity, ensuring compatibility, fostering organizational readiness, securing top management support, and conducting thorough evaluations to realize the strategic value of big data analytics. These insights can guide organizations in developing strategies to effectively adopt and utilize big data analytics for improved performance and competitive advantage. In order to maximize the highest utility, organizations need to ensure that new analytics technologies are compatible with existing IT infrastructure and business processes. This involves conducting thorough compatibility assessments before adoption and making necessary adjustments to current systems to facilitate seamless integration. Compatibility ensures that big data analytic tools can be effectively utilized without disrupting existing operations.

Influencing Factors of Consumers’ Satisfaction and Purchase Intention toward Social Commerce Context in Hangzhou, China

Wenting Zhang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study explores the impact of factors on customer satisfaction and purchase intention in the context of increasingly sophisticated and comprehensive social commerce in Hangzhou. The study results show that social commerce relies on social platforms for transactions and provides consumers with more diversified consumption modes through innovative ways such as social interaction and user-generated content. Research design, data, and methodology: The researcher used a questionnaire to collect 500 valid data from Hangzhou citizens who have experience in social commerce shopping. A combination of non-probability and probability sampling was used to analyze the data using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to test the model's fit, reliability, and validity. Results: Customer Service, shipping, utilitarian value, hedonic value, trust in e-commerce, e-WOM engagement, and customer satisfaction all have a significant effect on customer satisfaction and purchase intention in social commerce. Customer service has the highest impact on customer satisfaction, followed by hedonic value on purchase intention and customer satisfaction. Conclusions: Nine hypotheses were confirmed to be able to achieve the research objectives. Therefore, social commerce enterprises should actively consider the above-influencing factors in their development and innovation to enhance the brand effect and market value.

Factors Affecting the Continuance Usage Intention of MOOCs in Higher Education

Zhu Chenjie — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study aims to enhance the intention of higher education students in Hangzhou, China, to continue using MOOCs. The key variables are human-human interaction, human-system interaction, human-message interaction, perceived usefulness, learning engagement, continuance usage intention, flow experience and satisfaction using Massive Open Online Courses. Research design, data, and methodology: A quantitative method (N=550) was employed to distribute questionnaires among sophomore students and collect sample data. Prior to distribution, the validity and reliability of the questionnaire were assessed through item-objective congruence (IOC)and pilot tests. Data analysis involved confirmatory factor analysis (CFA) and structural equation modeling (SEM) to evaluate the model's goodness of fit, assess structural validity, and test the research hypotheses. Results: The results reveal that the conceptual model successfully predicts the factors influencing students' continuance usage intention for e-learning in higher education in Hangzhou, China. The study's findings supported nine out of the ten proposed hypotheses. The research indicates that perceived usefulness, satisfaction, and learning engagement significantly impact continuance usage intention. Conclusions: The study identified several factors that can enhance students' flow experience and satisfaction using Massive Open Online Courses. Key among these is improving the quality of interaction between students and the system.

Factors Impacting Behavioral Intention to Use Blended Learning for English Courses in Higher Vocational Colleges in China

Liu Jing — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: The study investigates the impact of five independent variables (self-efficacy, facilitating conditions, performance expectancy, effort expectancy, and attitude) on the dependent variable (behavioral intention). Besides, it aims to identify significant differences between variables. Research design, data, and methodology: The research employed the Index of Item-Objective Congruence for validity and Cronbach’s Alpha in a pilot test (n=38) for reliability. With the non-probabilistic sampling technique, 495 valid responses from students at Anshun Technical College were analyzed by multiple linear regression to verify the significant relationship between variables. Following this, a 14-week Intervention Design Implementation (IDI)was conducted among 33 students. Afterward, the quantitative results from post-IDI and pre-IDI were analyzed in the paired-sample t-test for comparison. Results: Multiple linear regression revealed that performance expectancy, effort expectancy, and attitude had a significant impact on students’ behavioral intention to use blended learning for English courses, while self-efficacy and facilitating conditions had no significant impact on students’ behavioral intention. Finally, the results from the paired-sample t-test for comparison demonstrated significant differences in Performance Expectancy, Effort Expectancy, Attitudes, and Behavioral Intention between the post-IDI and pre-IDI stages. Conclusions: This research strives to explain the factors impacting students’ behavioral intention to use blended learning to enhance their behavioral intentions and improve the effective implementation of blended learning in higher vocational colleges in China.

Key Factors Affecting the Creativity Development of Employees in Private Creative Companies in Chengdu, Sichuan Province, China

Qiaochen Liu — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aims to investigate the key factors affecting the creativity development of employees in private creative companies in Chengdu, Sichuan Province, China. The conceptual framework proposes a causal relationship research design, data, and methods between colleague support, leader support, procedural justice, intrinsic motivation, intelligent stimulation, personalized consideration, and employee creativity. Research design, data, and methodology: The researchers used quantitative methods (n=500) to distribute questionnaires to employees of private creative companies surveyed. This study used quantitative methods to collect data from the target population through a questionnaire survey. They described the process of data collection and statistical processing. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) are used for data analysis, including model fitting, structural reliability, and validity. Result: According to the research findings, colleague support, leader support, procedural justice, intrinsic motivation, intelligent stimulation, and personalized consideration have a significant impact on employee creativity. Personalized consideration has the greatest impact on employee creativity, followed by intrinsic motivation, intelligent motivation, procedural justice, leadership support, creative role identity, and colleague support. Conclusion: It is recommended that the company develop corresponding plans and measures based on the research results to cultivate employees' creativity.

Assessing Influencers of Entrepreneurial Intentions and Behavioral of Undergraduate Students in Xuzhou, China

Liu Ying — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study aims to examine the factors that influence entrepreneurial behavior and entrepreneurial intention among undergraduate students in Xuzhou higher education. The conceptual framework proposed a causal relationship among attitude, subjective norms, perceived behavioral control, entrepreneurship education, perceived feasibility, perceived desirability, prior entrepreneurial exposure, entrepreneurial intention, entrepreneurial behavior. Research design, data, and methodology: In this study, sophomore to junior students at an undergraduate school in Xuzhou City, Jiangsu Province, were given questionnaires using a quantitative method (n=500). Convenience sampling was utilized to gather information and disperse questionnaires online and offline. In contrast, quota sampling assessed the university's three primary majors—engineering, business, humanities, and social sciences. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to assess the data for construct validity, model fit, and reliability. Results: First, undergraduate students' entrepreneurial intentions to be entrepreneurs significantly impact their willingness to act as entrepreneurs. Second, attitude, subjective norms, perceived behavioral control, entrepreneurial education, perceived feasibility, and prior entrepreneurial experience all play a role in entrepreneurial behavior. Conclusions: Out of the eight hypotheses developed for this study, seven were effective in boosting college students' intentions to start their own businesses and encouraging their behavior.

Factors Impacting the Perceived Usefulness and Behavioral Intention toward Blended Learning System in Higher Education

Zhijian Lin — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study aimed to assess the factors that impact students’ perceived usefulness and behavioral intentions toward blended learning systems (BLS) in Chinese higher education. Research design, data, and methodology: This study adopts quantitative research methods, using Item-Objective Congruence and Pilot Tests to estimate the validity and reliability of the questionnaire. Based on various sampling methods, an electronic questionnaire was used to collect data, and Cronbach’s Alpha was used to evaluate the reliability of the data. According to the proposed research model, Confirmatory Factor Analysis (CFA) was used to analyze the structural validity, and Structural Equation Modeling (SEM) was used to test the structural correlation. Results: It was found that the perceived usefulness of BLS was significantly affected by information quality, system quality, and collaboration quality (CBQ). Perceived usefulness, hedonic motivation, facilitating condition, and effort expectancy significantly drove behavioral intention to use BLS. Conclusions: This study proposed a composite research framework to analyze the influence of college students’ behavior and intention to use BLS more completely and effectively. The researchers believed that improving the quality factors and external promotion conditions of BLS could improve students’ PU for BLS and promote students’ enthusiasm and intention to use BLS.

Key Factors Influencing Non-Graduating Undergraduates' Satisfaction and Intention to Utilize Digital Libraries in Sichuan, China

Tang Di — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aimed to research the critical factors of the Digital Library that significantly impact teacher performance and loyalty in Yunnan, China. The conceptual framework presented cause-and-effect relationships between information quality, service quality, system quality, digital libraries’ affinity, resource quality, content, satisfaction, and intention to use. Research design, data, and methodology: The researcher adopted a quantitative technique (n=500) to administer the questionnaire to Non-graduating Undergraduates at the Less economically developed Southwestern University of Finance and Economics (SWUFE) of Tianfu College, Sichuan Province, China. Non-probability sampling included judgmental sampling to select four majors, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online and offline. The researcher used structural equation modeling (SEM) and confirmatory factor analysis (CFA) to conduct the data analysis, including model fit, reliability, and construct validity. Results: The results showed that leadership and emotion significantly affected commitment, and commitment was used as an intermediate variable to influence teacher performance and loyalty. Knowledge and climate also had a significant effect on teacher performance. Climate strongly affected teacher performance, followed by commitment and knowledge. Conclusions: The results suggested that to make the National Training Programme (NTP) more effective, policymakers and programmed operators could increase their investment in the factors that affect teacher performance and loyalty in the NTP and optimize the proportion of investment.

Drivers of Attitude and Behavioral Intention Toward Blended Learning in Higher Education

Xu Min — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This research aims to investigate the Factors Impacting the Attitude and Behavioral Intention of Blended Learning in Higher Education in Chengdu, China. Blended learning involves integrating conventional in-person teaching with online distance education, and it has garnered growing interest and importance among educators and students in higher education institutions. Research design, data, and methodology: A quantitative approach was utilized for this study, with questionnaire surveys serving as the primary data collection tool. Before distributing the questionnaires, efforts were made to ensure content validity and reliability through item-objective consistency checks and pilot tests. Subsequently, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to examine the collected data comprehensively. By assessing model fit and confirming causal relationships between variables, hypothesis testing was conducted to draw scientifically sound conclusions. Results: Studies indicate that students' attitude towards blended learning and their perception of its usefulness significantly influence their intention to use blended learning. Furthermore, the theoretical model can forecast the behavioral intention of embracing blended learning within university settings. Conclusions: As a result, this research proposes encouraging students to recognize the usefulness of blended learning, fostering a favorable outlook on it, and prompting corresponding behavioral intention.

Exploring What Drives Satisfaction in Online Dance Courses: Insights from Public Universities in Nanjing, China

Chu Daoliang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study investigates the factors influencing dance students' satisfaction with online courses and develops interventions to enhance their satisfaction in a public university in Nanjing, China. The independent variables include curriculum, teaching quality, assurance, empathy, and learning environment, while the dependent variable is students' satisfaction with online courses. Research design, data, and methodology: The research assesses the current levels of these variables, designs and implements Intervention Design Implementations (IDI) to improve them, and evaluates their changes pre- and post-IDI. The study employs a sequential exploratory mixed-methods design, combining qualitative and quantitative methods to develop a data collection instrument. The target population consists of dance majors at a Nanjing public university, with a sample size of 360 students. Results: Preliminary findings indicate low curriculum levels, teaching quality, assurance, empathy, and learning environment in online courses. Multiple regression analysis reveals that curriculum (β=0.170, p=0.001<0.05), teaching quality (β=0.223, p=0.000<0.05), assurance (β=0.165, p=0.002<0.05), empathy (β=0.118, p=0.022<0.05), and learning environment (β=0.134, p=0.014<0.05) significantly predict students' satisfaction with online courses, with an R-square value of 0.361, suggesting that these variables account for 36.1% of the variance in students' satisfaction with online courses. Conclusions: The study contributes to understanding factors affecting dance students' satisfaction with online learning and offers practical implications for improving online dance education in Chinese universities.

Exploring the Factors Influencing Junior College Students' Satisfaction and Loyalty on Short Video Social Media Platforms in Chengdu, China

Li Tianxia — Wed, 24 Dec 2025 00:00:00 +0000

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

Determinants of College Students' Intentions and Usage Patterns in Online Learning

Qiu Ling — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This research paper investigates the main influences on students' online learning behavioral intention and use behavior in five universities in Chengdu. The conceptual framework proposes a causal relationship between facilitating conditions, performance expectancy, effort expectation, social influence, satisfaction, behavioral intention, and usage behavior. Research design, data, and methodology: The researcher used a quantitative method (n=500) to distribute a questionnaire to students in five universities. The questionnaire consisted of four main parts, which included screening questions and correlation measures for all variables. These questions were closed-ended questions created using a limited five-point Likert scale, and the data were analyzed using Structural Equation Modelling (SEM) and Confirmatory Factor Analysis (CFA), which included model fit, reliability, and validity of the constructs. Results: The results indicated that facilitating conditions, performance expectations, effort expectations, social influences, and satisfaction had a significant effect on behavioral intentions and use behavior, with effort expectations having the greatest effect on satisfaction, followed by performance expectations, satisfaction, facilitating conditions, and social influences, respectively. Conclusions: It can be seen that online learning can develop students' ability to learn independently, build a content-rich online self-study platform for students, integrate a variety of information and resources, and maximize the platform for students to exchange, communicate, and cooperate.

Unlocking the Key Factors Driving Chengdu Undergraduates to Stay Engaged with Knowledge Payment Platforms

Kejing Liang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This quantitative study examined undergraduate students continued use intention in a university in Chengdu and its significant influencing factors for a knowledge payment platform. The researchers evaluated system quality, information quality, service quality, utilitarian value, hedonic value, and user satisfaction to determine whether and how these determinants affect the continued use intention of the target undergraduates. Research design, data, and methodology: The researcher administered a quantitative survey among the target university's undergraduate population. Using statistical exploratory techniques, 500 valid responses were assessed. The quota sampling technique was applied in this survey. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were utilized to assess the causal link between the elements under consideration. Results: The statistical evaluation demonstrated that all hypotheses were supported, with social influence generating the greatest direct effect on behavioral intention. Conclusions: The goals of the investigation were met since each hypothesis was confirmed. It is advised that to increase college students' contentment and intention to continue using the platform, each knowledge payment platform examines its current state and incorporates the research findings.

Key Factors Influencing College Students' Satisfaction and Continuance Intention in E-Learning: A Study in Chengdu, China

Xu Tang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This paper investigates the variables influencing college students' e-learning satisfaction and usage in Chengdu, China, in the future. The conceptual framework suggests a causal relationship between System Quality, Perceived Ease of Use, Perceived Usefulness, Flow Experience, Satisfaction, and Continuity Intention. Research design, data, and methodology: Students at Chengdu, China's Sichuan Posts and Telecommunications College, answered a questionnaire survey administered by the researchers in a quantitative manner (n=500). Non-probability sampling comprises easy sampling, which gathers data and distributes questionnaires online; quota sampling, which establishes the sample size; and judgment sampling, which chooses students in four majors. The researchers carried out the data analysis, including model fit, reliability, and construct validity, using structural equation models (SEM) and confirmatory factor analysis (CFA). Results: The findings indicate that while flow experience has some bearing on satisfaction, system quality and validation have a major influence satisfaction as an intermediate variable affecting students' willingness to continue. Perceived usefulness also had a significant impact on students' intention to continue. Perceived ease of use had little effect on students' intention to continue. Conclusions: The statistical data suggests that the e-learning platform should improve user satisfaction, thereby improving the system's quality, confirmation, and flow experience so that students feel that they can learn useful knowledge.

Factors Shaping Students' Attitudes and Adoption Intentions Toward Artificial Intelligence Applications: A Case Study at a Private University in Zhanjiang, China

Xuefei Pang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This research aimed to investigate the key factors impacting students' attitudes and adoption intentions toward artificial intelligence applications at a private university in Zhanjiang, China. The conceptual framework delineates the cause-and-effect relationships among Perceived Usefulness, Perceived Ease of Use, Trust, Effort Expectancy, Performance Expectancy, Attitude, and Adoption Intention. Research design, data, and methodology: The researcher employed a quantitative methodology with a sample consisting of 500 students from a private university in Zhanjiang, China. Non-probability sampling methods were used, including judgmental sampling to select four colleges, quota sampling to determine the sample size, convenience sampling for data collection, and online questionnaire distribution. Data analysis was conducted using structural equation modeling (SEM) and confirmatory factor analysis (CFA) to evaluate model fit, reliability, and construct validity. Results: The findings reveal that attitude is a significant mediating variable that substantially impacts adoption intention. Among the factors affecting attitude, Trust has the most pronounced effect, followed by perceived usefulness. additionally, performance expectancy, effort expectancy, and perceived ease of use also influence attitude. Conclusions: These results indicate that enhancing students' trust, perceived usefulness, perceived ease of use, performance expectancy, and effort expectancy regarding artificial intelligence applications is an effective strategy for promoting their acceptance and use in educational settings.

Factors Influencing Behavioral Intention Toward E-learning Among Film & Animation Undergraduates: An Empirical Study at a Public University in Chengdu, China

Liping Xu — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study analyzes online learning satisfaction and behavioral intents of undergraduate students in China, by examining system quality, service quality, perceived usefulness, effort expectancy, and performance expectancy. Research design, data, and methodology: In this study, a quantitative research methodology was used. A survey that included 500 undergraduate students with more than a year of experience in online learning was used to gather data. To guarantee the sample's representativeness, stratified random, convenience, and purposive sampling were used as sampling techniques. Prior to collecting data, a pilot test (n=50) and the Item-Objective Congruence (IOC) index were used to confirm the questionnaire's validity and reliability. The convergent and discriminant validity of the measurement model was then evaluated using confirmatory factor analysis (CFA). Ultimately, the correlations between the measured variables were tested using structural equation modeling. Results: The analysis results indicate that system and service quality significantly positively affect perceived usefulness and satisfaction. Perceived usefulness and effort expectancy significantly enhance students' satisfaction and behavioral intentions. Performance expectancy is an intermediary between system quality and satisfaction, with satisfaction being a key factor influencing behavioral intentions. Conclusions: Education administrators should focus on optimizing online learning platforms, emphasizing the enhancement of students' perceptions of usefulness and expectation management to improve overall learning outcomes.

Optimizing Digital Engagement in Hotels: Analyzing Cross-cultural Fulfillment of Guest Needs

Teerathep Thepprasarn, Shuxin Zhang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study explores the mediating role of social integrative needs between psychological desires—affective, cognitive, and tension-free needs—and personal identity development within the hotel guest experience. It addresses a gap in the existing literature on the complex relations between these factors in the context of hospitality. Research design, data, and methodology: The research is grounded in the Uses and Gratifications Theory and employs Structural Equation Modeling to examine the relations among these constructs across various demographic groups. The study aims to identify cross-cultural differences in how guest experiences are enhanced. Results: The findings emphasize the significance of affective needs in strengthening both social and personal integrative needs, highlighting emotional engagement’s value in digital marketing. However, cognitive needs did not significantly affect personal integrative needs, indicating that information alone may not drive personal identity formation. Additionally, while tension-free needs positively influenced social integration, the anticipated mediating effect of social integrative needs was not confirmed. Conclusions: The study calls for a deeper investigation into the complex interplay between psychological desires and digital marketing’s role in guest satisfaction and loyalty, revealing more intricate dynamics than previously understood.

An Analysis of Factors Influencing Group-Based Self-Esteem and Sense of Belonging Through Student Association Involvement at Private Universities in Zhanjiang, China

Yidie Zhang — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aimed to research the critical factors of association activities that significantly impacted student group-based self-esteem and sense of belonging in private universities in Zhanjiang, China. The conceptual framework presented cause-and-effect relationships between social interaction ties, group-based self-esteem, perceived supervisor support, social support, institutional commitment to diversity, cross-cultural interaction, and sense of belonging. Research design, data, and methodology: The researcher adopted a quantitative technique (n=500) to administer the questionnaire to students in private universities in Zhanjiang, China. Non-probability sampling included judgmental sampling to select two grades from four colleges, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online and offline. The researcher used structural equation modeling and confirmatory factor analysis to conduct the data analysis, including model fit, reliability, and construct validity. Results: As an intermediate variable, social interaction ties impacted group-based self-esteem and directly impacted students' sense of belonging. The results showed that social interaction ties significantly impacted group-based self-esteem and sense of belonging. Among the exogenous variables, cross-cultural interaction significantly impacted students' sense of belonging, followed by social interaction ties and institutional commitment to diversity. Institutional commitment to diversity and perceived supervisor support also significantly impacted students' sense of belonging. Conclusions: To make the association activities more effective, managers in private universities in Zhanjiang, China, could increase their management through association activities by the factors that affect student group-based self-esteem and sense of belonging.

The Factors Impacting Junior College Students’ Satisfaction and Continuance Intention to Use MOOC Platform in Chengdu, China

Zhang Ting — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aimed to research factors impacting Junior college students' satisfaction and continuance intention to use Massive Open Online Course platforms in Chengdu, China. The conceptual framework presented cause-and-effect relationships between subjective norms, perceived usefulness, learning engagement, facilitating conditions, hedonic motivation, satisfaction, and continuance intention. Research design, data, and methodology: Descriptive and quantitative methods (n=450) were used to analyze the factors impacting Junior College Students' satisfaction and continuance intention in Chengdu, China. This study selected purposive sampling in the first stage, stratification random sampling, and convenience sampling were used in the second and third stages. Questionnaires are distributed online. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used for data analysis, including model fitting analysis, reliability and validity testing, hypothesis testing, etc. Results: The results showed that subjective norms, Perceived usefulness, learning engagement, facilitating conditions, and hedonic motivation had a significant impact on satisfaction. Satisfaction had a significant impact on continuance intention. Conclusions: The study suggested that to make the National Training Programme more effective, policymakers and programmed operators could increase their investment in the factors that affect teacher performance and loyalty in the NTP and optimize the proportion of investment.

Key Drivers of College Students' Satisfaction and Continuance Intention to Use E-Learning in Sichuan, China

Yanshu Xu — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aimed to research the critical factors impacting college students’ satisfaction and intention to use e-learning in Sichuan, China. The conceptual framework presented cause-and-effect relationships between Interactivity, Course Content Quality, Perceived Usefulness, Confirmation, Perceived Ease of Use, Satisfaction, and Continuance Intention. Research design, data, and methodology: The researcher adopted a quantitative technique (n=500) to administer the questionnaire to Sichuan Vocational and Technical College of Commutations students. Non-probability sampling included judgmental sampling to select the school, quota sampling to define the sample size, and convenience sampling to collect data and distribute the questionnaires online. The researcher used structural equation modeling (SEM) and confirmatory factor analysis (CFA) to conduct the data analysis, including model fit, reliability, and construct validity. Results: The results showed that interactivity, course content quality, perceived usefulness, confirmation, and perceived ease of use had a significant effect on students’ satisfaction. Their satisfaction was an intermediate variable that influenced their intention to continue. Conclusions: The statistics supported the six research hypotheses of this paper, indicating that this study was able to achieve the research objectives. Therefore, we suggested that policymakers and program operators could increase their investment in e-learning to make it more effective.

Predicting Factors Behind Students' Perceived Usefulness and Behavioral Intention to Adopt E-Learning: A Case Study of a Private University in Zhanjiang, China

Yangchun Li — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study established a novel conceptual model to conduct an in-depth analysis and clarify the composition of the key factors influencing the e-learning behavioral intention of students in private undergraduate colleges in Zhanjiang, China. Concurrently, this research underscores how students' perceived ease of use influences their perceived usefulness, subsequently divulging the inherent correlation between these two factors. Research design, data, and methodology: This research endeavors to undertake quantitative data collection and analysis. In the sampling process, non-probability sampling approaches were employed, encompassing judgment sampling for selecting four representative secondary colleges, quota sampling for determining the sample size, and convenience sampling for the actual data collection. The researcher devised and executed an online survey and successfully gathered 500 valid questionnaires. In the data analysis stage, the researchers utilized two statistical methods: Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). Results: Research data reveals that multiple factors, including perceived ease of use, perceived usefulness, performance expectancy, effort expectancy, social influence, and attitude, positively enhance students' behavioral intention toward e-learning. Among them, perceived ease of use and social influence have notable promoting effects on behavioral intention. It is worth noting that the perceived ease of use exerts a dual direct and indirect influence on users' behavioral intentions. Not only does it directly affect users' behavioral intentions, but it also indirectly has a profound impact on users' behavioral intentions by exerting an influence on perceived usefulness. Conclusions: This study offers a novel perspective for comprehending learners' perceived usefulness of e-learning technology and its relationship with behavioral intention and establishes a strong groundwork for subsequent related research.

Exploring What Drives College Students' Satisfaction in Learning Xinjiang Landscape Painting: A Case Study at an Art College in Yichang, China

Yang Lili — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study aims to explore the factors that affect the satisfaction of college students with the "creation and learning of Xiajiang landscape painting." The conceptual framework in the study put forward the co-presence, interactivity, intimacy, immersion, confirmation, and interaction factor with significant impact on relationship satisfaction. Research design, data, and methodology: A questionnaire survey was conducted among 100 college students in the School of Art of China Three Gorges University after quantitative reliability and validity analyses. The questionnaire was distributed online. Full-time student in the Art College of Three Gorges University (n =100) Experimental group for Intervention Design Implementation (IDI): Full-time student from the same school (n = 30). Results: The result is displayed as Intimacy, Co-presence having a significant impact on satisfaction. Interaction Factor significantly impacts satisfaction. Finally, the results from the paired-sample t-test for comparison demonstrated a significant difference in co-presence, intimacy, and interaction, and satisfaction between the post-IDI and pre-IDI stages. Conclusions: According to the data collection analysis, the three research hypotheses in the paper are supported. It has a significant effect on satisfaction. Develop teaching plans for the higher. It is suggested that more in-depth studies should be made on many influencing factors. Optimize the teaching program.

Drivers of Undergraduate Student Satisfaction with Smart Campus Technology: Insights from Chengdu

Zhaoyan Li — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This study explores the primary factors affecting student satisfaction and continuance intention towards the Smart Campus at Xihua University in Chengdu, Sichuan. The conceptual framework interlinks system quality, information quality, service quality, perceived ease of use, perceived usefulness, user satisfaction, and continuance intention. Research design, data, and methodology: A quantitative approach was employed, involving a survey with 500 samples distributed among undergraduate students from four majors with strong IT literacy. The study utilized a multistage sampling technique, including Purposive and Convenience Sampling, to gather data. The analysis used Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Furthermore, the analysis included assessments of model fit, correlation validity, and reliability for each component. Results: The findings indicated that perceived usefulness and user satisfaction had the most significant direct effects on continuance intention (CI), with perceived ease of use showing the strongest indirect effect. The impact of system quality. service quality, perceived ease of use, perceived usefulness, and information quality on satisfaction diminished in a sequential manner. Conclusions: In order to make students realize the effectiveness and convenience of smart campuses, stakeholders such as Smart Campus enterprises, software developers, higher education institutions, school administrators, teachers, and IT workers should pay attention to the potential variables that have a significant impact on smart campus satisfaction and continued use intention.

Student Satisfaction and Continued Usage of Cloud-Based Smart Platforms: An Analysis from Chengdu, China

Siyi Liu — Wed, 24 Dec 2025 00:00:00 +0000

Purpose: This article aimed to investigate the critical factors of the Cloud-Based Smart Platform that significantly impacted student satisfaction and continuance intention in Chengdu, China. The conceptual framework demonstrated the cause-and-effect relationships among perceived usefulness, confirmation, perceived ease of use, real-time interaction, perceived value, satisfaction, and continuance intention. Research design, data, and methodology: The researcher employed a quantitative approach (n=502) to distribute the questionnaire to students in Chengdu, the capital city of Sichuan Province, China. The non-probability sampling methods included judgmental sampling to select three representative information communication majors from the vocational college, quota sampling to determine the sample size, and convenience sampling to gather data and administer the questionnaires online. The researcher used structural equation modeling (SEM) and confirmatory factor analysis (CFA) to assess model fit, reliability, and construct validity for data analysis. Results: The results indicated that confirmation and real-time interaction significantly impacted satisfaction, an intermediary variable influencing students' continual intention. Perceived usefulness and perceived ease of use also notably affected teacher performance. Among these, perceived usefulness had a more substantial impact on students' continuance intention than perceived ease of use, with perceived value following closely. Conclusions: This study recommends the Cloud-Based Smart Platform (CBSP) as a viable solution for digital campus development. More campuses should consider increasing their investment in key factors to optimize student satisfaction and continuance intention.

AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions

Krisada Chienwattanasook, Pitak Thobjan — Wed, 24 Dec 2025 00:00:00 +0000

At a time when AI has become an integral part of everyday life, it serves as an important tool to promote innovation in the workplace and increase work efficiency. The aim of this study is to investigate the impact of the adoption of AI, innovative behavioral strategies and innovative work behaviors on the job performance of support staff in higher education institutions. In addition, the role of innovative work behavior as a mediating variable between AI adoption, innovative behavioral strategies and job performance is investigated.

A sample of 422 support staff from higher education institutions in Bangkok and surrounding areas was used for the study. The data was collected using questionnaires and analyzed using Structural Equation Modeling (SEM). The results show that AI adoption and innovative work behavior have a significant positive impact on job performance. Furthermore, innovative work behavior is a mediating factor between AI adoption and innovative behavioral strategies concerning job performance.

The results suggest that AI adoption alone is not sufficient to enhance job performance. Instead, promoting innovative work behavior through innovative behavioral strategies, AI ethics guidelines and the development of adaptive job performance can enable support staff to work more efficiently and actively contribute to educational innovation in higher education institutions.