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Factors Impacting Students? Loyalty to Intangible Cultural Heritage Art Education: A Case of Chengdu Secondary School, China |
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| รหัสดีโอไอ | |
| Creator | Weixi Ji |
| Title | Factors Impacting Students? Loyalty to Intangible Cultural Heritage Art Education: A Case of Chengdu Secondary School, China |
| Publisher | Assumption University Press |
| Publication Year | 2566 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | 28-38 |
| Keyword | Trust, Service Innovation, Service Quality, Satisfaction, Loyalty |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/7239/3912 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: This study aims to assess the key variables that significantly impact students? loyalty to intangible cultural heritage art courses at three secondary schools in Chengdu, China. Key variables are trust, commitment, service innovation, service quality, value, satisfaction, and loyalty. Research design, data, and methodology: The researcher used a quantitative technique to investigate 500 students in the three target middle schools with a questionnaire. The sampling methods are judgmental, quota and convenience sampling. The index of item-objective congruence (IOC) and pilot test (n=50) were conducted before the data collection. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) was used to determine the relationships between the research variables. Results: The results confirm that trust, commitment, service innovation and value significantly impact satisfaction. Furthermore, satisfaction has a significant impact on loyalty. Nevertheless, service quality has no significant impact on satisfaction. Conclusions: Middle school administrators and teaching staff should pay sufficient attention to the factors that have significantly influenced students? loyalty to acknowledge and recognize the effectiveness of the ?Intangible Cultural Heritage? in the fine arts curriculum. They should also consider the correlated teaching adjustments or reform in the future according to the findings of this research. |
