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Influencing Factors of Undergraduate Art Students, Satisfaction with Social Media During COVID-19 in Shanghai, China |
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| รหัสดีโอไอ | |
| Creator | Haiping Pu |
| Title | Influencing Factors of Undergraduate Art Students, Satisfaction with Social Media During COVID-19 in Shanghai, China |
| Publisher | Assumption University Press |
| Publication Year | 2568 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 18 |
| Journal No. | 1 |
| Page no. | 85-93 |
| Keyword | Perceived Usefulness, Perceived Risk, Sociability, Expected Benefits, Satisfaction |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/7848 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | 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. |
