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The Determinants of Behavior Intentions to Use Chinese Animation and Comics Platforms of Senior Students in Chengdu, China |
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| รหัสดีโอไอ | |
| Creator | Qin Jie |
| Title | The Determinants of Behavior Intentions to Use Chinese Animation and Comics Platforms of Senior Students in Chengdu, China |
| Publisher | Assumption University Press |
| Publication Year | 2566 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 15 |
| Journal No. | 2 |
| Page no. | 159-167 |
| Keyword | Satisfaction, Performance, Behavioral Intention, Animation And Comics Platforms, China |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7234/3896 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study aims to investigate the determinants of behavioral intentions to use Chinese animation and comics platforms of senior students in Chengdu, China. The conceptual framework includes perceived ease of use, perceived usefulness, attitude, trust, satisfaction, performance, and behavioral intention. Research design, data, and methodology: This research applied a quantitative method to the distributed questionnaire to 500 senior students in three selected universities. Purposive, stratified random, and convenience sampling was conducted to collect the data. The index of item-objective congruence (IOC) and a pilot test (n=30) by Cronbach alpha coefficient reliability test were applied. In addition, the data were analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: All nine hypotheses are supported by research hypotheses and testing results. Perceived ease of use significantly impacts perceived usefulness and attitude. Perceived usefulness significantly impacts attitude and behavioral intention. Behavioral intention is impacted by attitude and satisfaction. Additionally, satisfaction is significantly related to trust and performance. Finally, trust also has a significant impact on perceived ease of use. Conclusions: The findings contribute to a new knowledge of what the young generation considers using animation and comics platforms. Thus, platform developers can exploit the results for the better development to enhance users? experience. |
