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Factors Impacting Satisfaction and Loyalty Towards Network Teaching Platform Among Students Majoring in Humanities and Social Sciences in Chengdu China |
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| รหัสดีโอไอ | |
| Creator | Donghua Xiao |
| Title | Factors Impacting Satisfaction and Loyalty Towards Network Teaching Platform Among Students Majoring in Humanities and Social Sciences in Chengdu China |
| Publisher | Graduate School of Business and Advanced Technology Management |
| Publication Year | 2566 |
| Journal Title | ABAC ODI Journal Vision. Action. Outcome |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 309-325 |
| Keyword | Online Learning, Network Teaching Platform, Loyalty, Trust, Satisfaction, Experience, Service Quality, Perceived Value, Privacy |
| URL Website | http://www.assumptionjournal.au.edu/index.php/odijournal |
| Website title | ABAC ODI Journal Vision. Action.Outcome |
| ISSN | 2408-2058 |
| Abstract | This research aims to examine factors influencing satisfaction and loyalty towards network teaching platform among students majoring in humanities and social sciences in Chengdu China. The conceptual framework shows the relationships among variables that include trust experience service quality perceived value privacy satisfaction and loyalty. The sampling techniques are judgmental stratified random and convenience sampling. 517 participants were selected from two target universities namely Xihua University (XHU) and Jincheng College of Chengdu (JCCCD). Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were utilized to determine the relationships between variables. The results show that service quality- perceived value- privacy and trust significantly impact satisfaction. Additionally- satisfaction and trust significantly impact loyalty. Conversely experience has no significant impact on satisfaction. Online teaching platform developers educators and universities must continuously improve service quality- make users perceive the platforms value- protect users privacy- and make them believe the platforms are trustworthy. |
