The Influential Factors Determining Satisfaction, Loyalty and Learning Performance Of Chinese Art Students in Chengdu
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Purpose: This study uses Tencent Conferences for online learning in Chengdu to explore the factors influencing Chinese art student satisfaction, loyalty, and learning performance. The conceptual framework contains service quality, perceived usefulness, perceived ease of use, image, satisfaction, loyalty, and learning performance. Research design, data, and methodology: Quantitative method was applied using online questionnaires to 500 participants. The Item-Objective Congruence (IOC) and pilot test (n=30) of Cronbach’s Alpha were used to verify the validity and reliability of all scale items of variables. The researcher used Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to analyze the collected data to obtain the model’s goodness of fit and test the hypotheses. Results: The results confirm that all relationships have significant effects. Service quality, perceived usefulness, perceived ease of use, and image can determine student satisfaction. Student satisfaction and image significantly influence student loyalty. Furthermore, student satisfaction has the strongest influence on student loyalty. Conclusions: This research suggested that educators and workers of Tencent Conference learning platform institutions should focus on the platform’s positive image and strengthen the service quality, which can improve students’ satisfaction to achieve the ultimate goal of improving students’ loyalty and learning performance.
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