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Factors Influencing the Purchase Intention and Behavior of Generation Y Women Towards Fashion Products in Chengdu, China
Full text linkPurpose: This research aims examine relationships among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior. Furthermore, it intends to explore their influence on the purchasing decisions of female Generation Y consumers in Chengdu. Research design, data, and Methodology: The distribution of questionnaires was meticulously carried out to ensure representation from 500 female individuals belonging to Generation Y who had prior purchasing experience with three specific brands: UNIQLO, ZARA, and GAP. The researcher performed several statistical analyses to evaluate the reliability and validity of the constructs in the conceptual framework. Reliability analysis was employed to assess the consistency and stability of the measurement scales used in the questionnaire. The researchers employed confirmatory factor analysis (CFA) to assess the model's fit, reliability, and construct validity. Hypotheses were tested using structural equation modeling (SEM). Results: The study revealed that brand, attitude, loyalty, and trust influence customers' purchase intentions. Notably, purchase intention insets a significant impact on customer purchase behaviors. Nevertheless, perceived quality has no significant impact on purchase intention. Conclusions: This study seeks to offer valuable insights into the dynamics of female Generation Y consumers within Chengdu's fast fashion industry, underlying motivations driving their purchase intentions and behaviors
Factors Impacting Behavioral Intention to Use Online Learning of Junior College Students in a Private Vocational University in Chengdu, China
Full text linkPurpose: 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 Influencing College Students’ Use Behavior of Online Learning Platforms in Sichuan, China
Full text linkPurpose: 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. 
An Investigation on Science Students’ Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning in Chengdu, China
Full text linkPurpose: 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
Influential Factors on the Quality of E-banking Services and Loyalty Among University Students in Baoshan, China
Full text linkPurpose: 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
Key Factors Influencing Performance of Students in Higher Vocational Colleges Based on the Vocational Skill Evaluation System in Zhejiang, China
Full text linkPurpose: This research explains the relationship between student experience, academic culture, employability, compatibility with online mode, innovation, new opportunities, knowledge management process, and performance. Research design, data, and methodology: This research scopes to 500 students of ten higher vocational schools from Zhejiang Province, China to investigate and comprehensively evaluate participants' adaptability, ability, and skill advantage in their academic performance. Purposive, quota and convenience sampling were conducted to collect the data, using questionnaire as a tool. The Structural Equation Model and Confirmatory Factor Analysis were utilized to analyze the data, which included model fit, reliability, and validity of the constructs. Results: Most hypotheses were tested to realize research objectives. Academic culture has a significant influence on student experience. Academic culture, student experience, employability, compatibility with online mode, and innovation significantly influence performance. Additionally, knowledge management processes have significant influence on innovation. However, new opportunities and knowledge management processes have no significant influence on performance. Conclusions: The third-party evaluation system in vocational education utilized by industrial companies has built a relatively scientific evaluation model, which assists students in finding their own learning direction and skill expertise and the rules of skill formation and training, elevating their professional performance
Driving Factors of Behavioral Intention to Use Japanese Language Learning Apps Among Non-Japanese Major Students in Chengdu, China
Full text linkPurpose: The study analyzes the factors affecting non-Japanese major students’ behavioral intention to use Japanese learning apps in Chengdu, China. A conceptual framework comprises three theoretical models and seven variables, which are perceived enjoyment, perceived usefulness, perceived ease of use, attitude, task-technology fit, information quality, and behavioral intention. Research design, data, and methodology: A quantitative approach was employed to survey a sample of 500 non-Japanese major students from eight universities situated in Chengdu. Prior to data collection, the study utilized the Item-Objective Congruence (IOC) index and conducted a pilot test with a sample of 50 participants to establish the validity and reliability of the research tools. Subsequently, the collected data were subjected to analysis through the application of confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Results: Perceived enjoyment has a significant influence on perceived ease of use. 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 and information quality significant influence behavioral intention. Conclusion: Ultimately, prioritizing the user experience is paramount to ensure that the Japanese language learning app's interface design, functional operation, and content presentation align with user expectations and needs, thus elevating overall user satisfaction
Exploring The Affecting Factors of Behavioral Intention to Use Virtual Reality for Dynamic Learning: A Study of Top Three Private Universities in Yangon, Myanmar
Full text linkPurpose: This research aims to examine the factors affecting the students’ behavioral intentions towards using virtual reality technology in replacing online learning/eLearning platforms to better engage in dynamic learning with the studies and improve their learning journey. The key variables are performance expectancy, perceived usefulness, perceived enjoyment, effort expectancy, social influence, perceived ease of use, hedonic motivation, attitude toward technology, and behavioral intention. Research design, data, and methodology: The quantitative questionnaire survey was provided to the target population of 500 students who are currently attending or have been attending the selected top three private universities of Yangon, Myanmar. The sampling techniques involve judgmental, snowball, quota, and convenience. Confirmatory factor analysis (CFA) and structural equation modeling were applied to analyze the data. Results: Perceived enjoyment has a significant effect on perceived usefulness, and attitude toward technology using VR. Effort expectancy Hedonic motivation and social influence significantly affect behavioral intention to use VR. However, there are no significant support between the relationship between performance expectancy, perceived usefulness, attitude toward technology using, perceived ease of use and behavioral intention to use VR. Conclusion: From the studies, the researcher can indicate that using new technology is useful and enjoyable for the users/students
The Role of Loneliness, Boredom, and Emotion Regulation in Short Video Addiction Among Chinese University Students
Full text linkPurpose: Previous research shows the widespread and excessive use of short video apps among university students, which impairs their academic performance, relationship quality, and physical and mental health. However, the mechanisms behind short video addiction remain underexplored. Therefore, this study aims to determine the direct and indirect effects of loneliness on short video addiction, with boredom as a mediator and emotion regulation as a moderator, among Chinese university students. Research design: This study will use a quantitative approach to achieve the research objective, collecting data through self-reported survey questionnaires that include measures of loneliness, short video addiction, boredom, and emotion regulation. Multiple regression analysis will assess the relationships. Results: The theoretical framework suggests that loneliness positively predicts short video addiction. Boredom plays a mediator in this dynamic in which users with greater loneliness experience increased boredom, which in turn results in short video addiction. Furthermore, emotion regulation moderates the relationship between loneliness and boredom. Conclusions: The findings contribute to the literature on short video addiction and offer valuable insights for educators, mental health professionals, and policymakers, informing the creation of interventions aimed at improving emotion regulation to prevent and reduce short video addiction
Leveraging Machine Learning to Enhance Road Safety: A Social Marketing Approach
Full text linkRoad safety remains a critical concern worldwide. This research aims to investigate the use of Explainable AI (XAI) techniques, particularly SHAP (Shapley Additive Explanations), to identify key factors influencing road accident severity and create a social marketing campaign encouraging people to change their behavior in relation to road safety. Several machine learning models were developed using data from Thailand’s Ministry of Transport. The results show that the Light Gradient Boosting Machine (LGBM) model achieved the highest accuracy of 0.85 and an F1 score of 0.83. SHAP analysis revealed that the most significant contributing factors were the number of motorcycle involvements, road code, and the total number of vehicles and people involved in the accident. A practical framework for promoting sustainable road safety was proposed, focusing on raising awareness, delivering emotionally impactful communication, and fostering immediate behavioral change. This research provides valuable insights for strategic road safety initiatives and demonstrates the effectiveness of integrating machine learning with XAI. The findings can guide government authorities, policymakers, insurance companies, and social marketing planners in improving road safety