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Short Video Platforms for Learning: What Drives Undergraduates' Satisfaction and Continued Use in Chengdu |
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| รหัสดีโอไอ | |
| Creator | Xinyi Guo |
| Title | Short Video Platforms for Learning: What Drives Undergraduates' Satisfaction and Continued Use in Chengdu |
| Publisher | Assumption University Press |
| Publication Year | 2568 |
| Journal Title | Journal of Interdisciplinary Research |
| Journal Vol. | 10 |
| Journal No. | 1 |
| Page no. | 144-156 |
| Keyword | Satisfaction, Informational Social Influence, Continuous Intention, Short Video Platforms, Learning Tools |
| URL Website | https://assumptionjournal.au.edu/index.php/eJIR/article/view/9062 |
| Website title | JIR |
| ISSN | 2408-1906 |
| Abstract | Purpose: This study develops a structural model to examine factors influencing student satisfaction and continuance intention in using short video platforms for educational purposes. Given the rapid growth of the short video industry; the research provides a reference framework for understanding technology adoption in digital learning. Research design; data and methodology: A quantitative approach was adopted using an online questionnaire distributed to 500 liberal arts students at Geely University in Chengdu; China. Non-probability sampling included judgment; quota; and convenience methods. Confirmatory Factor Analysis (CFA) assessed reliability and model fit; while Structural Equation Modeling (SEM) examined relationships among constructs. Results: SEM analysis confirmed all six hypotheses. Perceived usefulness (? = 0.284); perceived enjoyment (? = 0.168); product novelty (? = 0.155); and privacy protection behavior (? = 0.224) significantly affected satisfaction. Satisfaction (? = 0.348) and informational social influence (? = 0.223) positively influenced continuance intention. Conclusions: The findings offer practical guidance for educators; platform designers; and content developers. Enhancing content usefulness; enjoyment; novelty; and privacy measures can significantly improve learner satisfaction. Moreover; fostering a socially supportive learning environment encourages sustained engagement with short video platforms; ultimately improving digital learning outcomes. |
