Scholar: Human Sciences

Blended Learning Satisfaction Among Art Students in Local Universities in Sichuan, China

Tongcheng Liu — 2025-03-21

Purpose: This study explored the influencing factors of art students' satisfaction with blended learning in local colleges in Sichuan. The conceptual framework proposes a causal relationship between faculty services, academic aspects, reputation, heritage, trust, service quality, and students’ satisfaction. Research design, data, and methodology: The researcher used quantitative methods (n=500) to survey undergraduate art students in local ethnic colleges and universities in Sichuan. Three target universities were selected. The sampling techniques are judgmental, stratified random and convenience sampling. The index of item-objective congruence (IOC) and Cronbach’s alpha reliability were used before the data collection. This study used structural equation modeling (SEM) and confirmatory factor analysis (CFA) for data analysis, including model fit, reliability, and validity. Results: Faculty services, academic aspects, reputation, heritage, trust, and service quality have a significant impact on students’ satisfaction. In addition, trust has a significant impact on reputation. However, service quality has no significant impact on reputation. Conclusions: Therefore, it is recommended that institutions of higher learning and administrators should pay attention to faculty services and trust to improve student satisfaction and increase the competitiveness of schools. The results imply that universities should prioritize enhancing faculty service as a fundamental element of their strategy to boost student satisfaction.

An Analysis of Influencing Factors of Entrepreneurial Intentions and Behavior of Undergraduate Students at a University in Guangxi, China

Jun Wu — 2025-03-21

Purpose: This research aims to examine the factors that influence undergraduate students' entrepreneurial intentions and behavior at Guangxi University of Science and Technology. The framework contains variables, which are creativity, entrepreneurial education, personal attitude, subjective norms, perceived behavioral control, entrepreneurial intentions, and entrepreneurial behavior. Research Design, Data, and Methodology: A quantitative research approach was employed in this study, involving a sample size of 500 undergraduate students from Guangxi University of Science and Technology. Non-probability sampling methods include judgmental, quota and convenience sampling. Before the data collection, the index of item-objective congruence (IOC) and pilot test (n=50) with Cronbach’s Alpha are employed. The data was analyzed using structural equation modeling (SEM) and confirmatory factor analysis (CFA) to assess model fit, reliability, and construct validity. Results: The findings reveal that creativity, entrepreneurial education, personal attitude, subjective norms, and perceived behavioral control significantly impact both entrepreneurial intentions and entrepreneurial behavior. Among these factors, perceived behavioral control has the strongest influence. Conclusions: This study recommends that university administrators evaluate the factors that influence student entrepreneurship and assess the developmental levels in this area. The findings of this research provide valuable insights for organizers and administrators of entrepreneurial activities in higher education, enabling them to promote student entrepreneurship and create more employment opportunities.

Measuring Self-Efficacy and Job Satisfaction of Full-Time Art Teachers in Chengdu, China

Na Deng — 2025-03-21

Purpose: Job satisfaction can nurture the teaching efficiency of teachers. Therefore, this study aims to investigate the factors influencing the self-efficacy and job satisfaction of full-time art teachers in Chengdu, China. The research model is built upon key variables which are stressors, principal leadership, supportive school culture, teacher collaboration, teacher self-efficacy, emotional exhaustion, and job satisfaction. Research Design, Data, and Methodology: A quantitative approach was employed, utilizing a questionnaire survey to collect data from the 500 full-time teachers. Prior to distribution, the questionnaire underwent validity and reliability testing through Item-Objective Congruence and Cronbach's Alpha pilot tests (n=50). The collected data was analyzed using Confirmatory Factor Analysis and Structural Equation Modeling to assess the model's goodness of fit, confirm causal relationships between variables, and test hypotheses. Results: The study reveals that stressors and principal leadership significantly impact teacher self-efficacy. Teacher self-efficacy has a significant impact on emotional exhaustion. Furthermore, principal leadership, supportive school culture, teacher collaboration, teacher self-efficacy, and emotional exhaustion significantly impact job satisfaction. Conclusions: The study recommends that administrators prioritize enhancing the quality factors of teacher self-efficacy to foster a sense of usefulness in job satisfaction, thereby cultivating positive attitudes and behavioral intentions towards job satisfaction among teachers.

Factors Underlying Behavior Intention to Use Online Education of Art College Students in Xi’an, China

Linhan Geng — 2025-03-21

Purpose: This study aims to investigate the key factors affecting the online education behavior intention of fine arts students in three specific universities in Xi'an, China. The conceptual framework proposed includes perceived usefulness, perceived ease of use, attitude, facilitating condition, social influence, effort expectancy, and behavioral intention. Research design, data, and methodology: The researchers employed quantitative assessment techniques to conduct a statistical survey with a sample size of 502 undergraduate students from the three target universities in Xi'an, China. The survey data was obtained using a multi-stage selection method, which involved purposive, quota, and convenience sampling. Confirmatory factor analysis and structural equation modeling were used for quantitative analysis, including assessing model fit, testing correlation validity, and evaluating the reliability of each component. Results: Most latent variables exhibited significant effects on behavioral intention, except for facilitating condition and effort expectancy. Notably, Perceived usefulness had the greatest impact on behavioral intention. Conclusions: The study successfully validated six hypotheses, thus achieving the research objectives. Consequently, it is recommended to emphasize and promote these aspects throughout the entire online education process to enhance the online education behavior intention of fine arts students in the target university in Xi'an.

Measuring Satisfaction and Behavioral Intention to Use Online Learning Among Junior Students in a Public University in Yunnan, China

Zhiyun Li — 2025-03-21

Purpose: This study investigates factors impacting third-year student satisfaction and behavioral intention in a public university in Yunnan, China. The research model is built upon service quality, teacher quality, task-technology fit, learning material quality, perceived usefulness, satisfaction, and behavioral intention all have causal linkages. Research Design, Data, and Methods: The researchers sent questionnaires to junior students at four colleges of Yuxi Normal University using a quantitative approach (n=500). The researcher utilized judgmental, quota and convenience sampling to collect the data. Before data collection, the Item Objective Congruence (IOC) and Cronbach's alpha were utilized to guarantee reliability and validity. The data were analyzed using confirmatory factor analysis and structural equation modeling, which included model fit, reliability, and validity assessments. Results: It has been demonstrated that seven hypotheses satisfy the study's goals. Task-technology fit, teacher quality, and service quality all greatly impact perceived usefulness. The educational content's quality, perceived value, and satisfaction highly influence student behavioral intention. Conclusion: To raise students’ happiness and behavioral intention about online learning, school administrators and instructors should maintain a pleasant online learning environment, improve academic achievement, increase instructional care, and develop a favorable image of the school.

Factors Impacting Behavioral Intention to Use Online Learning of Junior College Students in a Private Vocational University in Chengdu, China

Zhong Yangbaixue — 2025-03-21

Purpose: This study aims to determine factors impacting behavioral intention of students painting majors in a private vocational university in Chengdu, China. The conceptual framework contains perceived ease of use, responsiveness, reliability, perceived usefulness, e-learning quality, hedonic motivation, facilitation condition, social influence, and behavioral intention. Research design, data, and methodology: Quantitative methods were employed to survey a cohort of 500 participants. Prior to data collection, the study ensured the validity and reliability through the assessment of the Item-Objective Congruence (IOC) index and the calculation of Cronbach's Alpha during a pilot test involving 50 participants. Confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) were to assess and conduct statistical data processing. Results: perceived usefulness emerges as the most influential factor affecting behavioral intention. Furthermore, it is observed that perceived ease of use significantly contributes to perceived usefulness. Additionally, the study affirms the substantial impacts of reliability and responsiveness on the quality of the e-learning experience. Lastly, hedonic motivation, facilitating conditions, social influences, and the perceived quality of e-learning all collectively affect students' behavioral intentions in the online learning environment. Conclusions: The author elaborates on the relevant factors that affect the online learning behavior intention and how to improve their behavior intention, e-learning quality, and perceived usefulness.

Factors Impacting Intention to Use and Satisfaction with Blended Learning of Students in Business English Major in Guangdong, China

Yingzhi Fang — 2025-03-21

Purpose: This study investigates the factors impacting intention to use and satisfaction with blended learning business of students in business English major in Guangdong, China. The research framework includes four independent variables: system quality, social identity, information quality, and student interaction; one dependent variable: satisfaction; and a mediator: intention to use, which mediates the relationship between social identity and satisfaction. Research design, data, and methodology: The study used questionnaires and collected 500 samples from the School of Foreign Languages at Zhanjiang University of Science and Technology (ZUST). The target population and sample size are chosen by purposive sampling with 500 undergraduates majoring in Business English, and have at least one month of the blended learning experience. Stratified random sampling is based on the undergraduates in different grades. Online questionnaire is used per convenience sampling. Structural equation modeling and confirmatory factor analysis were conducted. Results: The results show that system quality, social identity, information quality, and student interactions have a significant impact on satisfaction with blended learning. Intention to use mediate the relationship between social identity and satisfaction. Conclusions: The findings suggest that comprehensive factors, including the quality of blended learning, social relationship, cognition, and attitude toward identity, cause the improvement in students’ satisfaction with blended education.

Assessment of Satisfaction and Continuance Intention of Art Major Students at Sichuan Fine Arts Institute towards Cloud-based E-learning Systems

Zhibin Gao — 2025-03-21

Purpose: China is persistently allocating resources towards investment in cloud-based e-learning systems (CELS) to enhance higher education. Hence, the objective of this research is to investigate the determinants of satisfaction, and continuance intention to use CELS among undergraduate students specializing in art at the Sichuan Fine Arts Institute (SFAI) in Chongqing, China. Research design, data, and methodology: A quantitative research methodology was employed to investigate art students at the Sichuan Fine Arts Institute in Chongqing, China. The study involved a sample size of 500 participants who were administered questionnaires. The data collection encompasses various sampling methods, including judgmental, quota, and convenience sampling techniques. The utilization of Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) was employed in the statistical analysis, encompassing assessments of model fit, construct validity, reliability, and hypothesis testing. Results: The findings confirmed the causal relationship between e-learning effectiveness, system quality, service quality, and information quality. Additionally, they indicated a positive correlation between perceived usefulness, satisfaction, and continuance intention. Conclusions: This study aims to assist educators by providing suggestions for higher education management, curriculum design, and academia to enhance their understanding and active utilization of CELS. This is due to students' high perceived usefulness, satisfaction, and continuance intention in using CELS.

Exploring Antecedents of Japanese Major Students’ Behavioral Intention to Use Japanese Language Learning Apps in Chengdu, China

Jingyi Zhang — 2025-03-21

Purpose: This research investigates the determinants influencing the behavioral intention of Japanese major students to utilize Japanese language learning apps in Chengdu, China. The conceptual framework incorporates perceived enjoyment, perceived usefulness, perceived ease of use, attitude, task-technology fit, information quality, and behavioral intention. Research Design, Data, and Methodology: The research adopted a quantitative methodology, involving a survey of 500 Japanese language learners selected from eight universities located in Chengdu. Before collecting data, the study employed the Item-Objective Congruence (IOC) index and conducted a pilot test with a subset of 50 participants to assess and ensure the validity and reliability of the research instruments. Following this, the gathered data were analyzed by confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Results: Perceived enjoyment and percived ease of use significantly influence perceived usefulness. Perceived usefulness and percived ease of use significantly influence attitude towards behavioral intention. Additionally, task-technology fit significant influences behavioral intention. Nevertheless, Perceived enjoyment has no significant influence on perceived ease of use. Information quality does not significantly influence behavioral intention. Conclusion: It is necessary to consider the products development, the balance between user-perceived enjoyment and perceived ease of use, and add more elements that can trigger user pleasure to create a better user experience.

Determinants of Student Satisfaction with Online Courses Delivered via Cloud-Based Platforms in Educational and Training Institutions, Chongqing, China

Qu Zhi — 2025-03-21

Purpose: This study aims to investigate the influencing factors that affect the students’ satisfaction cloud-based online courses of educational and training organizations among college students in Chongqing, China. Research design, data, and methodology: A quantitative approach was used, with a questionnaire as the instrument to collect the data. The target population is undergraduate students from Chongqing, China, who had some online learning experience. The content validity and reliability of the questionnaire were tested using the index of item-objective congruence (IOC) and pilot test (n=50). Confirmatory factor analysis (CFA) and structural equation model (SEM) were used to analyze the data, verify the model's goodness of fit, confirm the causal relationship between the variables, and conduct hypothesis testing. Results: Course content quality, perceived usefulness, system quality, and information quality significantly influence on satisfaction. In addition, perceived ease of use significantly influences perceived usefulness. Nevertheless, service quality has no significant influence on satisfaction. Conclusions: Perceived ease of use is the strongest predictor of direct response to college students' satisfaction. Course quality, perceived usefulness, system quality, information quality, and system quality are significantly driven by online courses. Therefore, this study suggests that online platform operators and university policymakers should focus on improving service quality, thereby increasing student satisfaction with online.

Factors Impacting Satisfaction and Continuance Intention with E-Learning of Students Majoring in Radio and Television Director at Private Art Schools in Western China

Wang Zhuan — 2025-03-21

Purpose: This study aims to explore the factors impacting student satisfaction and continuance intention to use online learning among Radio and Television Directing majors in private art schools in western China. The key variables are perceived ease of use, perceived usefulness, informative quality, service quality, system quality, satisfaction and continuance intention. Research Design, Data, and Methodology: A quantitative approach was employed in this study. Data was collected from students majoring in Radio and Television Directing at three private art schools in western China. Confirmatory factor analysis (CFA) was used to assess the reliability and discriminant validity of the conceptual framework model. Structural equation modeling (SEM) was utilized to examine the relationships and influences among the different variables. Results: The research findings indicate that service quality is the most significant factor influencing student satisfaction with online learning, followed by usefulness, ease of use, information quality, and system quality. Furthermore, perceived satisfaction has a positive and significant impact on students' continued intention to use online learning. Conclusions: Educational institutions should focus on improving their electronic learning platforms, while policymakers should develop targeted policies and measures. Additionally, educational content can be tailored based on these research findings to cater to the diverse needs of students.

Measuring Determinants of Satisfaction with Online Courses of Adult Higher Education Among Junior College Students in Chengdu, China

Yanchun Li — 2025-03-21

Purpose: This study aims to investigate adult higher education junior college students' levels of satisfaction with online course instruction in Chengdu. The method of quantitative survey research is used in this study. Perceived ease of use, perceived usefulness, service quality, information quality, system quality, self-efficacy, and satisfaction were chosen to build the conceptual framework. Research design, data, and methodology: The reliability and validity of constructs are evaluated by item-objective consistency study units of adult education distributed to 498 junior college students at one university. Confirmatory factor analysis and structural equation modeling are employed to assess the data, the accuracy of the matrix, the impact of the key factors, the validity of the hypotheses, and the path coefficients. Data analysis techniques include structural equation modeling (SEM) and confirmatory factor analysis (CFA). Results: Perceived ease of use, perceived usefulness, service quality, information quality, system quality, and self-efficacy significantly impact satisfaction. Conclusions: Consequently, for adult higher education junior college students to acknowledge the effectiveness of online courses, the administrators and teaching staff of continuing education schools in public universities should emphasize the latent variables which have exerted a significant effect on satisfaction with online courses and design relevant teaching reforms according to the results of this quantitative research.

Factors Impacting Undergraduate’s Attitude, Use and Satisfaction Towards Social Media During COVID-19 In Shanghai Institute Of Visual Art, China

Haiping Pu — 2025-03-21

Purpose: This research investigated the variables influencing undergraduates’ attitudes toward, use, and contentment with social media during COVID-19 at the Shanghai Institute of Visual Art. Research design, data, and methodology: The study was carried out using a quantitative survey research methodology distributed to 471 students. The Technology Acceptance Model (TAM) was the basis for developing the research conceptual framework. The seven latent variables are perceived utility, attitude toward use, social media use, anticipated advantages, social risk, satisfaction, and sociability. Item-objective congruence was used to assess the research instrument's validity, and a pilot test was used to measure the internal consistency reliability using the Cronbach alpha coefficient. Additionally, the sampling analysis is conducted by confirmatory factor analysis and structural equation modeling were used to evaluate the data. Result: The results indicate that social media use has the most significant direct impact on satisfaction. Expected benefits had the biggest impact on how people used social media. Additionally, sociability, perceived risk, and perceived utility had a substantial impact on attitude, which negatively affected the standardized route coefficient. Conclusions: Ultimately, when social media developers and school staff emphasize perceived usefulness, risk control, sociability, and expected benefits, students' satisfaction with social media can be significantly improved.

Investigating Factors Influencing Athletes' Intention to Use Timing and Scoring Systems: A Case Study of the 2023 Track and Field League in Northern China

Ying Cao — 2025-03-21

Purpose: This study explores the factors influencing athletes’ satisfaction, and behavioral intention to use the timing and scoring system in 2023 Athletics Association Traditional Sports Programme School Athletics League (North Zone) in China. The seven variables were positive environmental impact, player performance, refereeing, e-service quality, satisfaction, security and behavioral intention. Research design, data, and methodology: Questionnaire was distributed to 500 athletes participating in the China 2023 Athletics Association Traditional Sports Programme School Athletics League (North Zone). Sampling methods include purpose sampling, convenience sampling, and stratified sampling. The index of item-objective congruence (IOC) and Cronbach's Alpha pilot test were used to test the validity and reliability of the questionnaire before sending out the questionnaire. Confirmatory factor analysis and structural equation modeling were used to analyze the data, verify the model's fit, and determine the causal relationship between variables. Result: The results show that the six hypotheses are supported. Environment, Player performance, Referees, and E-service quality have a significant impact on satisfaction and Satisfaction; Security has a significant impact on behavioral intention. Conclusions: The originality of this study is to determine the effectiveness of electronic timing to enhance better satisfaction and behavioral intention, and provide insights for better system improvement.

Factors Influencing on Gen X Consumers’ Attitude and Purchase Intention of Wine Products in Sichuan, China

Yu Zhang — 2025-03-21

Purpose: China has become a world leader in wine consumption, especially for wines imported from traditional wine-producing countries and domestically produced in China. This paper aims to evaluate the influence on wine Gen X consumers’ attitudes and purchase intentions in Sichuan, China. Research design, data, and methodology: This study was quantitative, and the researcher obtained data for analysis by distributing questionnaires to the target population. Judgment sampling, stratified random and convenience sampling are the methods researchers use to select and reach target samples. The index of Item–Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM) were methods utilized to analyze the data and test the research hypotheses proposed. Result: The results showed that health benefits, emotional assessment, and attitude significantly influenced purchase intention. Outcome evaluation, emotional assessment, health benefits, and beliefs significantly influenced attitude. However, Quality perception showed no causal relationship with purchase intention. Conclusions: The findings make sense for international destinations to capture a lucrative market to support local attractions and hospitality industries. Wine enterprises and distributors should focus on customers’ health benefits, emotional assessment, beliefs, outcome evaluation of wine attitude, and purchasing intention.

Factors Influencing College Students’ Use Behavior of Online Learning Platforms in Sichuan, China

Lihua Zhu — 2025-03-21

Purpose: After the COVID-19 pandemic, online learning has become an essential approach for undergraduates to pursue study in higher education institutions. This study investigates the factors that affected the college students’ use behavior when applying to online learning platforms in Sichuan, China, including perceived ease of use, usefulness, attitude, social influence, facilitating conditions, behavioral intention, and use behavior. Research design, data, and methodology: 500 undergraduates in a college were taken as the research respondents. The validity and reliability of the variables were confirmed through the IOC (Item-Objective Congruence) and Pilot test (n=43) prior to collecting data. Construct validity (convergent and discriminant validities) and goodness of model fit were confirmed through the test of Confirmatory Factor Analysis (CFA), and relationships among variables were validated through the Structural Equation Model (SEM). Results: Perceived ease of use strongly affects perceived usefulness. Both perceived ease of use and perceived usefulness are strong predictors of attitude. Behavioral intention is influenced by attitude, perceived usefulness, and social influence. Positive behavioral intention leads to use behavior. However, facilitating conditions have no significant impact on behavioral intention. Conclusion: The research results provide teachers and administrations of the higher education system with a perspective to optimize their teaching methods and policies to promote college students’ utilization of online learning platforms.

Predicting Social Science Undergraduate’s Behavioral Intention to Use Online Library’s Full-Text Resources in Chengdu, China

Wenyuan Zhang — 2025-03-21

Purpose: This study analyzed the factors affecting the behavioral intention to use of full-text digital library resources by social sciences students to provide a new perspective for constructing digital libraries in Chinese colleges and universities. The key variables are system quality, information quality, perceived ease of use, perceived usefulness, subjective norms, attitude, and behavioral intention to use a digital library. Research design, data, and methodology: The study selected 500 undergraduate students with social science disciplinary backgrounds from 10 universities in Chengdu as research subjects. the Index of Item-Objective Congruence (IOC) and Cronbach’s Alpha coefficient were conducted to ensure the validity and reliability before the data collection. Confirmatory factor analysis and structural equation modeling were used to verify the validity of the hypotheses. Results: System quality and information quality significantly influence perceived ease of use and perceived usefulness. Perceived ease of use has a significant influence on perceived usefulness. Perceived usefulness, perceived ease of use and subjective norms significantly influence attitude. Additionally, attitude to use and subjective norms significantly influence behavioral intention to use. Conclusions: The results of this study have positive significance for university libraries, service providers, and users in using digital resources more efficiently, improving college students' information literacy, and even building a learning society.

Developing Students’ Self-Leadership and Students’ Creativity in Zhanjiang, China

Le Kang — 2025-03-21

Purpose: The study investigates the influence of five independent variables (Behavior Focused, Natural Reward, Constructive Thought, Self-Punishment, and Self-Talk) on two dependent variables (Self-Leadership and Creativity). Additionally, it aims to identify significant difference between variables. Research design, data, and methodology: The research employed the Index of Item-Objective Congruence (IOC) for validity and a Cronbach's Alpha in a pilot test (n=50) for reliability. 259 valid responses from students at Zhanjiang University of Science and Technology were analyzed by the multiple linear regression to verify the significant relationship between variables. Following this, a group of 30 students underwent a 14-week Intervention Design Implementation (IDI). Afterwards, the quantitative results from post-IDI and pre-IDI were analyzed in the paired-sample t-test for comparison. Results: In multiple linear regression, the study revealed that behavior focused, natural reward, constructive thought, and self-talk significantly impacted students' creativity, while self-punishment had no significant impact on creativity. Additionally, constructive thought and self-talk significantly impacted students' self-leadership, whereas behavior focused, natural reward, and self-punishment did not significantly impact self-leadership. Finally, the results from the paired-sample t-test for comparison demonstrated significant difference in both self-leadership and creativity between the post-IDI and pre-IDI stages. Conclusions: This research endeavors to foster students' creativity by cultivating their self-leadership skills in the context of Zhanjiang, China.

Exploring The Determinants of Postgraduate Students' Satisfaction and Loyalty Toward Art Museums in Chengdu, China

Peiyin Zou — 2025-03-21

Purpose: This study the determinants of university students' satisfaction and loyalty toward art museums in Chengdu, China. These factors include student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty. Research design, data, and Methodology: The target population is postgraduate students (n=450) who have visited the art museums of their respective schools within seven chosen universities in Chengdu, China. Employing a quantitative approach, a questionnaire was distributed for data collection. To assure the content validity of the research instrument, three experts were enlisted to evaluate all questionnaire items, employing the index of item-objective congruence. A pilot test involving 50 participants was conducted to assess the reliability of the questionnaire using the Cronbach's Alpha test. Subsequent data analysis utilized confirmatory factor analysis and structural equation modeling techniques. Results: The results show that student expectation, perceived value, and percived quality significantly impact student satisfaction. Perceived quality has a significant impact on perceived value. Furthermore, student satisfaction significantly impacts image. Student satisfaction and image have a significant impact on loyalty. However, trust has no significant impact on image. Conclusions: Art museums in Chengdu can enhance the satisfaction and loyalty of postgraduate students, ensuring a positive and enriching experience that encourages continued engagement with the museums and their offerings.

An Investigation on Science Students’ Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning in Chengdu, China

Wang Xiang — 2025-03-21

Purpose: This study investigates the factors influencing the behavioral intention and attitude toward self-learning among science students in Chengdu, China, including perceived usefulness, perceived ease of use, perceived enjoyment, self-learning attitude, behavioral intention, system quality, information quality, and service quality. Research design, data, and Methodology: A total of 500 students from the first to third year in the science program participated in this study. A questionnaire was meticulously designed, investigated, and subjected to statistical analysis. The sample selection utilized judgmental, quota, and convenience sampling techniques. Prior to data collection, the index of item-objective congruence and the Cronbach's Alpha test were conducted to ensure the instrument's validity and reliability. Subsequent data analysis employed confirmatory factor analysis and structural equation modeling techniques. Results: The findings revealed that system quality and information quality significantly influence percived usefulness. Perceived ease of use and perceived usefulness have a significant influence on self-learning attitude. Perceived ease of use has a significant influence on perceived usefulness and perceived enjoyment. Perceived usefulness significantly influences behavioral intention. In contrast, service quality has no significant influence on perceived usefulness. Conclusions: The study's findings unveiled important insights, particularly regarding the impact of perceived usefulness on the behavioral intention to engage in self-learning.

The Influencing Factors of Superstar Learning System Satisfaction of Students Majoring in Environmental Design: A Case Study of Normal Universities in Sichuan Province

Bi Yu — 2025-03-21

Purpose: This study aimed to explore the satisfaction and attitude of environmental design students in Sichuan Normal universities when using the superstar learning system in a blended learning environment. The conceptual framework contains information quality, system quality, perceived usefulness, perceived ease of use, perceived enjoyment, attitude and satisfaction. Research design, data, and methodology: The researchers conducted a detailed survey of the student population, using questionnaires to collect data. The subjects of this survey are mainly undergraduates majoring in environmental design from three universities in Sichuan, namely Leshan Normal University, China West Normal University, and Mian Yang Teachers’ College. The collected data was analyzed by rigorous confirmatory factor analysis and structural equation modeling to verify the fit of the study model and determine the causal relationship between the variables. Results: Information quality and system quality significantly impact perceived usefulness. Perceived ease of use significantly impacts attitude and satisfaction. Perceived usefulness has a significant impact on attitude, and satisfaction. In addition, perceived enjoyment has a significant impact on satisfaction. Conclusions: This study provides valuable guidance for improving undergraduate educational practice and, at the same time, helps to develop policies and strategies to promote the effective integration of education, technology, and management.

A Quantitative Approach Assessing Students'Attitude Towards Entrepreneurship and Entrepreneurial Intentions in a Private University in Zhanjiang, China

Xiushui Lin — 2025-03-21

Purpose: This study proposes hypothetical relationships among variables through previous theories and literature to investigate the factors impacting attitudes towards entrepreneurship and entrepreneurial intentions of students in a private university in Zhanjiang, China. The research model includes perceived behavioral control, proactive personality, entrepreneurship education, subjective norms, attitudes toward entrepreneurship, and entrepreneurial intentions. Research design, data, and methodology: This study employed quantitative analysis to obtain data by distributing survey questionnaires to the target population. The Item-Objective Consistency Index and pilot testing were conducted before large-scale data collection. The sampling procedures involve purposive, stratified random and convenience sampling. Subsequently, Confirmatory Factor Analysis and Structural Equation Modeling were used to analyze the data and test the proposed research hypotheses. Results: It indicates that perceived behavioral control, proactive personality, and attitudes towards entrepreneurship significantly impact entrepreneurial intentions among university students. Entrepreneurship education and subjective norms significantly influenced attitudes toward entrepreneurship and indirectly influenced entrepreneurial intentions. Conclusions: The empirical data significantly supported five of the six hypotheses proposed to fulfill research objectives. Therefore, the stakeholder should attach great importance to these factors and focus on students in formulating policies, providing financial support and subsidies, and offering courses, thus enhancing students' motivation and initiative in participating in entrepreneurial activities.

Determinants of Purchase Intent and Behavior of Male Generation Y Consumers in Fast Fashion Sector in Chengdu, China

Minxing Yue — 2025-03-21

Purpose: This study explores the factors impacting male Generation Y consumers' purchase intention and behavior in the fast fashion market in Chengdu, China. It establishes a conceptual framework that elucidates the interconnections among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior. Research design, data, and methodology: A total of 500 questionnaires were distributed to male individuals belonging to Generation Y and living in Chengdu. The distribution of questionnaires was conducted in a manner that ensured representation from the consumer population who had prior purchasing experience with three specific brands, namely UNIQLO, ZARA, and GAP. To evaluate the model fit, reliability, and validity of the constructs, the researchers utilized confirmatory factor analysis (CFA). Structural equation modeling (SEM) was applied to test hypotheses. Results: The study's findings demonstrated that brand, attitude, loyalty, and trust was pivotal in shaping customers' purchase intentions. In addition, trust and purchase intention significantly impact purchase behavior. Nevertheless, perceived quality has no significant impact on purchase intention. Conclusions: This research provides valuable insights into the dynamics of male Generation Y consumers within Chengdu's fast fashion industry, which sheds light on the driving forces behind their purchase intentions and behaviors.

A Study on the Driving Factors of Satisfaction and Continuous Intention to Use Online Learning Among Vocational Students in China

Xin Zhao — 2025-03-21

Purpose: This study aims to explore the factors influencing the online learning satisfaction and continuous intention of the students majoring in folk music and dance at Rongjiang Secondary Vocational School, China. The research framework included seven variables: teachers’ technical readiness students’ technical readiness, self-efficacy, autonomy, quality of learning experience, learning satisfaction, and continuous intention. Research design, data, and methodology: The questionnaire was used to collect 500 sample data from the target population in this study. Purposive, quota, and convenience sampling were adopted. Before distributing the questionnaire, item-objective congruence (IOC) and a pilot test of Cronbach’s Alpha were adopted to test the content's validity and reliability. The data were analyzed by confirmatory factor analysis and structural equation models to verify its fit and determine the causal relationship between variables. Result: The results show that the six hypotheses are supported. Teachers’ technological skills, students’ technical skills, students’ self-efficacy, students’ autonomy, and quality of learning experience significantly impact learning satisfaction. Learning satisfaction has a significant impact on continuous intention. Conclusions: To guarantee a high rate of learner engagement and satisfaction with e-learning, policymakers, practitioners, and educators should consider crucial variables such as offering efficient communication, innovative online courses, and training for existing and new users.

Influential Factors on the Quality of E-banking Services and Loyalty Among University Students in Baoshan, China

Yueqiang Zhang — 2025-03-21

Purpose: This research examines the factors impacting e-banking service quality and loyalty for university students in Baoshan, China. The conceptual framework contains reliability, privacy and security, website design, customer service and support, service quality, trust, satisfaction, and loyalty. Research design, data, and methodology: Sample data was collected using the quantitative method and a questionnaire as a tool. Item-objective congruence and pilot tests were adopted to test the content validity and reliability of the questionnaire before distribution. Data was analyzed by utilizing Confirmatory Factor Analysis and Structural Equation Modeling to validate the model’s goodness of fit and confirm the causal relationship among variables for hypothesis testing. Results: The study has found that the conceptual model was able to predict which factors impact e-banking service quality and loyalty for university students in Baoshan, China. Reliability, privacy and security, website design, customer service and support are four key antecedents of e-banking satisfaction. Conclusions: The E-banking service quality and trust were the strongest predictors of the students’ E-banking satisfaction, both directly and indirectly. Therefore, the findings of this study can guide Chinese local governments or financial departments as they design regulations for e-bank development and supervision.

Factors Influencing the Behavioral Intention of Business Major Undergraduates in Blended Learning: A Case of a Private University in Chengdu, China

Hua Deng — 2025-03-21

Purpose: The paper aims to understand the parameters influencing undergraduates majoring in business’s behavioral intention in blended learning. Perceived ease of use, perceived usefulness, attitude, facilitating conditions, self-efficacy, social influence, and behavioral intention are key variables. Research design, data, and methodology: At the chosen colleges, the researcher delivered a quantitative questionnaire to undergraduate business majors using a quantitative exploratory technique with a sample size of 500 participants. The researchers employed judgmental sampling and quota sampling. The study utilized confirmatory factor analysis and structural equation modeling to determine the interactions between the examined variables. Results: The data analysis results validated all of the hypotheses, with the most significant direct influence on the behavioral intention of business major undergraduates in blended learning being suggested by the facilitating conditions. Perceived usefulness and perceived ease of use significantly affect attitude. Attitude, social influence, and self-efficacy have a significant effect on behavioral intention. Conclusions: To further promote the development of blended learning, university administrators, teachers, and students need to consider various elements of the adoption of blended learning among students. Considering the study’s conclusions, improvements to blended learning’s infrastructure, curriculum, and instructional strategies should be developed.

Measuring Satisfaction and Purchase Intention of Art Major Students Towards Mobile Games: A Case of Public Universities in Chongqing, China

Jinghao Yang — 2025-03-21

Purpose This study explores the factors impacting the purchase intention of mobile games for art major students in Public Universities in Chongqing, China. Research design, data, and methodology: The researcher employed a quantitative approach to collect sample data from the target population, utilizing a questionnaire. Before distributing the questionnaire, the Item-Objective Congruence and conducted a pilot test to ensure content validity and reliability were employed. To validate the model’s goodness of fit and confirm the causal relationship among variables for hypothesis testing, we analyzed the data using Confirmatory Factor Analysis and Structural Equation Modeling. Results: All six hypotheses in this study were consistent with the research objectives. Satisfaction and perceived value were the strongest predictors of purchase intention for mobile games. Perceived value is influenced by perceived enjoyment, social influence, perceived compatibility, and usefulness. The study found that its conceptual model can predict and explain college students' purchase intention on mobile games. Satisfaction and value were identified as key predictors and preconditions of mobile game purchase intention. Conclusions: This study suggests that mobile game developers and marketers of mobile games should focus on improving the perceived compatibility of mobile games. This will help students think the system is valuable and intend to purchase mobile games.

Measuring College Graduates’ Career Satisfaction in Hangzhou, China

Zhu Jiang — 2025-03-21

Purpose: This study aims to explore the key influences on the career satisfaction of Hangzhou college graduates. The conceptual framework proposes a causal relationship between variable protean career orientation, career commitment, workplace innovation, trust level, leader-member exchange level, vitality, learning, career expectations, and career satisfaction. Research design, data, and methodology: The researcher used a quantitative method (n=500) to distribute questionnaires to Zhejiang Business College graduates employed in Hangzhou. Non-probability sampling included judgmental sampling in selecting graduates within one year of graduation, quota sampling in determining the range of graduates' majors, and convenience sampling in collecting data and distributing online and offline surveys. Structural equation modeling (SEM) and validated factor analysis (CFA) were used to analyze the data, including model fit, reliability, and validity. Results: Career commitment, workplace innovation, trust level, leadership member exchange level, vitality, learning, and career expectations have a significant effect on career satisfaction, and variable protean career orientation does not affect career satisfaction. Learning greatly affected career satisfaction, followed by career commitment, leadership member exchange level, and workplace innovation. Conclusions: This study helps higher education administrators better understand the antecedents of career satisfaction among college graduates to implement better coping strategies and improve higher education services.

Factors Influencing Students’ Satisfaction and Continuance Intention to Use B2C Online Shopping Platform in a University in Sichuan, China

Yan Sun — 2025-03-21

Purpose This study aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms. The scope of this study focuses on 545 first- and second-year students in Sichuan Architecture Vocational and Technical College. Research design, data, and methodology: This study was quantitative, in which samples were selected using multi-stage sampling techniques such as judgment, quota, and convenience sampling. The research adopts the questionnaire survey method, which is this paper's data collection tool. This study is to explore the relationship between seven variables. Confirmatory factor analysis and structural equation modeling were used to evaluate the service quality, perceived value, usefulness, convenience, trust, satisfaction, and continuous intention of B2C online shopping platforms. Results: Convenience, perceived value, service quality, trust, and perceived usefulness, significant influence satisfaction. Moreover, perceived usefulness and satisfaction significantly influence continuance intention. Conclusions: As a generation growing up with the development of network technology, college students have become an extremely important part of the online shopping group. This paper analyzes and understands consumer behaviors from the perspective of college students and the factors that affect their satisfaction and sustainable intention and puts forward feasible opinions and suggestions for online platform merchants.

Semantics of Cardinal Directions in Benguet Cultural Practices

John Rey Pelila — 2025-03-21

Purpose: Benguet is a province rich in cultural heritage; moreover, the significance of cardinal directions in their cultural practices should be given more attention. This study aimed to identify the cultural practices of Indigenous Peoples in Benguet that incorporated cardinal directions and revealed the meanings of the cardinal directions in these cultural practices. Research design, data, and methodology: A document review was used, and among the 38 documents reviewed, 20 unveiled Benguet cultural practices integrating cardinal directions. These were treated using profiling through descriptive statistics and thematic analysis. Findings: It was revealed that cardinal directions are mainly seen in burial practices, but other practices also used these directions in pig slaughtering, customary law, trading, weaving, and weather forecasting. Constant practice was common in the four cardinal directions; however, each also has its distinct meanings: East is associated with supernatural intervention, eternity, passage to the afterlife, and women’s earthly responsibilities and afterlife authority; North signifies environmental wealth and receptivity; West is linked to discoveries and opportunities, and men’s earthly responsibilities and afterlife disposition; and South means unfavorable meteorological conditions. Conclusions: Therefore, it is concluded that cardinal directions play a significant role in cultural practices in Benguet as they highlight a deep connection between the people's beliefs and these directional aspects of their environment, which are still applied due to their lasting cultural significance.

EDITORIAL

Rawin Vongurai — 2025-03-21

The Scholar: Human Sciences, a journal encompassing the fields of humanities and social sciences, has earned acclaim in the Thailand Citation Index (TCI) as a prominent publication since 2015. It currently holds the esteemed TCI: TIER1 classification. We take great pride in presenting the latest issue, which features a collection of manuscripts that have undergone rigorous evaluation. Each submission has been meticulously reviewed through a blinded review process by three specialized reviewers from different institutions, both internal and external to the authors. This peer-reviewed accreditation ensures the scholarly quality and integrity of the published articles.

This issue covers thirty articles. The first article titled “Blended Learning Satisfaction Among Art Students in Local Universities in Sichuan, China” explored the influencing factors of art students' satisfaction with blended learning in local colleges in Sichuan.

The second article titled “An Analysis of Influencing Factors of Entrepreneurial Intentions and Behavior of Undergraduate Students at a University in Guangxi, China” aims to examine the factors that influence undergraduate students' entrepreneurial intentions and behavior at Guangxi University of Science and Technology.

The third article titled “Measuring Self-Efficacy and Job Satisfaction of Full-Time Art Teachers in Chengdu, China” aims to investigate the factors influencing the self-efficacy and job satisfaction of full-time art teachers in Chengdu, China.

The fourth article titled “Factors Underlying Behavior Intention to Use Online Education of Art College Students in Xi’an, China” aims to investigate the key factors affecting the online education behavior intention of fine arts students in three specific universities in Xi'an, China.

The fifth articled titled “Measuring Satisfaction and Behavioral Intention to Use Online Learning Among Junior Students in a Public University in Yunnan, China” investigates factors impacting third-year student satisfaction and behavioral intention to use online learning in a public university in Yunnan, China.

The sixth article titled “Factors Impacting Behavioral Intention to Use Online Learning of Junior College Students in a Private Vocational University in Chengdu, China” aims to determine factors impacting behavioral intention of students painting majors in a private vocational university in Chengdu, China.

The seventh article titled “Factors Impacting Intention to Use and Satisfaction with Blended Learning of Students in Business English Major in Guangdong, China” investigates the factors impacting intention to use and satisfaction with blended learning business of students in business English major in Guangdong, China.

The eighth article titled “Assessment of Satisfaction and Continuance Intention of Art Major Students at Sichuan Fine Arts Institute towards Cloud-based E-learning Systems” investigates the determinants of satisfaction, and continuance intention to use CELS among undergraduate students specializing in art at the Sichuan Fine Arts Institute (SFAI) in Chongqing, China.

The ninth article titled “Exploring Antecedents of Japanese Major Students’ Behavioral Intention to Use Japanese Language Learning Apps in Chengdu, China” investigates the determinants influencing the behavioral intention of Japanese major students to utilize Japanese language learning apps in Chengdu, China.

The tenth article titled “Determinants of Student Satisfaction with Online Courses Delivered via Cloud-Based Platforms in Educational and Training Institutions, Chongqing, China” aims to investigate the influencing factors that affect the students’ satisfaction cloud-based online courses of educational and training organizations among college students in Chongqing, China.

The eleventh article titled “Factors Impacting Satisfaction and Continuance Intention with E-Learning of Students Majoring in Radio and Television Director at Private Art Schools in Western China” study aims to explore the factors impacting student satisfaction and continuance intention to use online learning among Radio and Television Directing majors in private art schools in western China.

The twelfth article titled “Measuring Determinants of Satisfaction with Online Courses of Adult Higher Education Among Junior College Students in Chengdu, China” aims to investigate adult higher education junior college students' levels of satisfaction with online course instruction in Chengdu.

The thirteenth article titled “Factors Impacting Undergraduate’s Attitude, Use and Satisfaction Towards Social Media During COVID-19 in Shanghai Institute of Visual Art, China” investigated the variables influencing undergraduates’ attitudes toward, use, and contentment with social media during COVID-19 at the Shanghai Institute of Visual Art.

The fourteenth article titled “Investigating Factors Influencing Athletes' Intention to Use Timing and Scoring Systems: A Case Study of the 2023 Track and Field League in Northern China” explores the factors influencing athletes’ satisfaction, and behavioral intention to use the timing and scoring system in 2023 Athletics Association Traditional Sports Programme School Athletics League (North Zone) in China.

The fifteenth article titled “Factors Influencing on Gen X Consumers’ Attitude and Purchase Intention of Wine Products in Sichuan, China” paper aims to evaluate the influence on wine Gen X consumers’ attitudes and purchase intentions in Sichuan, China.

The sixteenth article titled “Factors Influencing College Students’ Use Behavior of Online Learning Platforms in Sichuan, China” investigates the factors that affected the college students’ use behavior when applying to online learning platforms in Sichuan, China, including perceived ease of use, usefulness, attitude, social influence, facilitating conditions, behavioral intention, and use behavior.

The seventeenth article titled “Predicting Social Science Undergraduate’s Behavioral Intention to Use Online Library’s Full-Text Resources in Chengdu” analyzed the factors affecting the behavioral intention to use of full-text digital library resources by social sciences students to provide a new perspective for constructing digital libraries in Chinese colleges and universities.

The eighteenth article titled “Developing Students’ Self-Leadership and Students’ Creativity in Zhanjiang, China” investigates the influence of five independent variables (Behavior Focused, Natural Reward, Constructive Thought, Self-Punishment, and Self-Talk) on two dependent variables (Self-Leadership and Creativity).

The nineteenth article titled “Exploring the Determinants of Postgraduate Students' Satisfaction and Loyalty Toward Art Museums in Chengdu, China” studies the determinants of university students' satisfaction and loyalty toward art museums in Chengdu, China.

The twentieth article titled “An Investigation on Science Students’ Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning in Chengdu, China” investigates the factors influencing the behavioral intention and attitude toward self-learning among science students in Chengdu, China.

The twenty-first article titled “The Influencing Factors of Satisfaction with Learning Management System of Students Majoring in Environmental Design: A Case Study of Normal Universities in Sichuan Province” aimed to explore the satisfaction and attitude of environmental design students in Sichuan Normal universities when using the superstar learning system in a blended learning environment.

The twenty-second article titled “A Quantitative Approach Assessing Students' Attitude Towards Entrepreneurship and Entrepreneurial Intentions in a Private University in Zhanjiang, China” proposes hypothetical relationships among variables through previous theories and literature to investigate the factors impacting attitudes towards entrepreneurship and entrepreneurial intentions of students in a private university in Zhanjiang, China.

The twenty-third article titled “Determinants of Purchase Intent and Behavior of Male Generation Y Consumers in Fast Fashion Sector in Chengdu, China” establishes a conceptual framework that elucidates the interconnections among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior.

The twenty-fourth article titled “A Study on the Driving Factors of Satisfaction and Continuous Intention to Use Online Learning Among Vocational Students in China” aims to explore the factors influencing the online learning satisfaction and continuous intention of the students majoring in folk music and dance at Rongjiang Secondary Vocational School, China.

The twenty-fifth article titled “Influential Factors on the Quality of E-banking Services and Loyalty Among University Students in Baoshan, China” examines the factors impacting e-banking service quality and loyalty for university students in Baoshan, China.

The twenty-sixth article titled “Factors Influencing the Behavioral Intention of Business Major Undergraduates in Blended Learning: A Case of a Private University in Chengdu, China” promotes the development of blended learning, university administrators, teachers, and students need to consider various elements of the adoption of blended learning among students.

The twenty-seventh article titled “Measuring Satisfaction and Purchase Intention of Art Major Students Towards Mobile Games: A Case of Public Universities in Chongqing, China” explores the factors impacting the purchase intention of mobile games for art major students in Public Universities in Chongqing, China.

The twenty-eighth article titled “Measuring College Graduates’ Career Satisfaction in Hangzhou, China” aims to explore the key influences on the career satisfaction of Hangzhou college graduates.

The twenty-ninth article titled “Factors Influencing Students’ Satisfaction and Continuance Intention to Use B2C Online Shopping Platform in a University in Sichuan, China” aims to explore the factors that influence the satisfaction and continuous intention of Chinese college students using B2C shopping platforms.

The thirtieth article titled “Semantics of Cardinal Directions in Benguet Cultural Practices” aimed to identify the cultural practices of Indigenous Peoples in Benguet that incorporated cardinal directions and revealed the meanings of the cardinal directions in these cultural practices.