Factors Impacting Undergraduate’s Attitude, Use and Satisfaction Towards Social Media During COVID-19 In Shanghai Institute Of Visual Art, China
DOI:
https://doi.org/10.14456/shserj.2025.13Keywords:
Perceived Usefulness, Perceived Risk, Sociability, Expected Benefits, SatisfactionAbstract
Purpose: This research investigated the variables influencing undergraduates’ attitudes toward, use, and contentment with social media during COVID-19 at the Shanghai Institute of Visual Art. Research design, data, and methodology: The study was carried out using a quantitative survey research methodology distributed to 471 students. The Technology Acceptance Model (TAM) was the basis for developing the research conceptual framework. The seven latent variables are perceived utility, attitude toward use, social media use, anticipated advantages, social risk, satisfaction, and sociability. Item-objective congruence was used to assess the research instrument's validity, and a pilot test was used to measure the internal consistency reliability using the Cronbach alpha coefficient. Additionally, the sampling analysis is conducted by confirmatory factor analysis and structural equation modeling were used to evaluate the data. Result: The results indicate that social media use has the most significant direct impact on satisfaction. Expected benefits had the biggest impact on how people used social media. Additionally, sociability, perceived risk, and perceived utility had a substantial impact on attitude, which negatively affected the standardized route coefficient. Conclusions: Ultimately, when social media developers and school staff emphasize perceived usefulness, risk control, sociability, and expected benefits, students' satisfaction with social media can be significantly improved.
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